Showing posts with label Beverage. Show all posts
Showing posts with label Beverage. Show all posts

Coca Cola| the “Land of Smiles”



Insight

The soft drinks market is fiercely competitive in Thailand.  Coke was a stagnant number two at 24%, well behind Pepsi which was at 40%.  In addition, a newcomer “Big Cola” has managed to grab 10% in just 5 years, growing faster than Coke. Coke was not even on top of mind amongst core target drinkers and consumer relevancy was on the wane.
To add insult to injury, Coke sales were heavily affected at the end of 2011 from some of the worst floods in Thailand’s history, isolating two thirds of the population and submerging buildings and factories under water. Bangkok was paralyzed and Coke ran out of stock as manufacturing was brought to a halt.  70 million Thais were plunged into crisis.
Right after the crisis, Coke’s biggest selling opportunity is to provide refreshment during the hot, dry summers in Thailand. The global communication platform of Coke is “Happiness” which is localized as “Summer Fun” during peak sales season.  However, given that the country is just recovering from one of the worst floods in recent history, “Summer Fun” was terribly inappropriate. We had to find a new way to connect Coke with its consumers to revitalize its brand image and sales.

Strategy

Thailand is known, for good reason, as the “Land of Smiles” but these floods in Thailand just added to the many crises the country has had to endure in recent years and pushed the nation to the edge. Thais became overly cautious about the future.  For the national psyche, the floods really were a watershed.
Although only two-thirds of Thais were directly affected by the floods, everyone was emotionally affected such that Thailand’s Gross Domestic Happiness plunged almost 10% to its lowest point yet after the floods in January 2012.
For more than 65 years, Coke has been the ambassador of “Happiness” in Thailand so we wanted to bring Smiles back to the Land and give Thai people a boost to their confidence, taking the lead in moving the country forward again.
As the crisis unfolded, millions of people were relying heavily on TV and the internet to get minute-by-minute updates both from official news outlets and social media. News spread far and wide across the country, increasing the ratings by 16% for news programs on TV.  Digital media became the real time crisis center. We noticed that during the first day when the floods hit, the number of twitter messages soared to 3.3 million tweets, the highest tweets ever in a day for Thailand. 
Media was oversaturated by news of the disaster, adding to gloomy mood of the country.  Thus, to reverse the tide of bad news, we needed to inject as many positive stories & messages to uplift the country’s mood.  Coke initiated the “Million Reasons to Believe in Thailand” campaign, aimed at recharging the people’s confidence in these difficult times.  We encouraged all Thais to become our happiness ambassadors by sharing encouraging messages and good news to their countrymen directly affected by this disaster.

Execution

Initiative set up the first and largest 4D interactive illumination display, integrating light, sound, animation and effects on one of the tallest buildings in the heart of Bangkok to serve as a beacon of hope that could be seen across the entire city.  Consumers were invited to send their stories how they overcame their personal tragedy and send encouraging messages that appeared on the building in real time.
National pride picked up.  Everyone felt a sense of belonging as they shared their stories and messages on social network sites, becoming an online phenomenon.  A total of 137 million engagements transpired over the Coke Facebook page, which became the central storage of happiness stories.
The trend to replace bad news with stories of hope attracted mass attention that was further reinforced into a partnership with evening news programs on the 2 biggest TV stations, top national cable TV and radio channels by making daily good news into a permanent feature on their news programs.
At the end of the campaign period, the Hall of Happiness was built, an exhibit in the Digital Gateway Mall whose roof was wrapped to resemble the iconic Coke bottle, essentially creating the biggest Coke bottle on the planet.  The exhibit featured every message shared by every Thai on the Facebook page and previously flashed on the giant display to show the world that Thailand has never been stronger and ready to move forward via a giant Coke bottle filled with “millions of happiness stories.”

Results

- More than 1 million Thais shared their happiness through the campaign
- 137 million engagements with the campaign through Coke and social network sites
- Awareness of the “Million Reasons to Believe in Thailand” reached 92% of Thais
- Even as Thailand GDP stands at a minus 4.2%, Coke sales hit an all-time high of 29 million unit cases sold for the month of March 2012
- Coke market share increased from 24% to 30% through this social relevance campaign, narrowing the gap against Pepsi whose market share dropped from 40% to 32%
At the end, there are so many reasons to believe that Thailand is a country of opportunity, creativity and prosperity. There are no prizes to be won for participating in this campaign just simply the well-wishing messages coming from the heart of every Thai. 
As the happiness ambassador, Coke's utmost achievement is to proudly say it made “Thailand, The Land of Smile” once again. (Thailand’s Gross Domestic Happiness went up from 66% to 75% at the end of the campaign – ABAC POLL)


BRAND:
Coca Cola
CATEGORIES:
Drinks (non-alcoholic)
FMCG
REGION:
Thailand
DATE:
March - May 2012
AGENCY:
Initiative Thailand
MEDIA CHANNEL:
Experiential,Out-of-Home

Coca Cola | Happy ID

Insight

Over the years, Coca-Cola has built the credentials to lead and talk about happiness through numerous campaigns, both international and local through multi-target communication. However, one of its more challenging targets was teens; its brand´s engagement indicators were below its expectations and it needed to impact especially in this target. 

Strategy

Coca-Cola realised that it needed to focus its communication in connecting with teens through the pillar of the brand’s strategy: happiness. It needed to inspire them with a strong message of happiness that would link them emotionally with the brand. 

Execution

Coca-Cola detected that despite Peru’s economic growth and pride, Peruvians were not happy, and this was shown in in the most basic form of expression: they were not smiling in their IDs, even when there’s no law that forbids them to.

It found an opportunity to spread happiness all across the country with a simple but significant action to make a difference: encourage Peruvians to smile in their IDs. 
Coca-Cola developed a complete IMC support plan for this Campaign, mainly in: 
1 Online :
- Digital viralization of the campaign video, explaining the concept of the Happy ID had paid support on Youtube true view format. 
- Banners and advertorials in important newspapers websites for the launch of the campaign. 
2 Out-of-home:
- Special out-of-home billboards and other elements inviting Peruvians to be part of this movement. 
3 TV spots and PNTs In TV Programs sponsored by CC. 
4 Radio:
Spots and special mentions for the first phase of the campaign. 
5 Below the Line:
Photo booths installed in shopping Malls all over Perú. Free Coke and ID photo only if you smile 
6 Press:
Special Ads explaining the concept of the campaign 

Results

The campaign was a viral success, with more than 1.3 million shares on social networks and free press of USD 300M. The Happy ID movement had a 58% of awareness and 75% associated it with Coca-Cola. 
The positive response and action was immediate: 90% of new IDs in the first month of the campaign were happy IDs. 
It helped increase main brand indicators: Coca-Cola’s brand Association with Happiness increased 8pp, the for someone like me indicator increased +10pp and Brand’s differentiation increased +12pp in the period of the Campaign. 
This is just the beginning: 62% of Peruvians intend to get a Happy ID. 

BRAND:
Coca Cola
CATEGORY:
Drinks (non-alcoholic)
REGION:
Peru
DATE:
May 2014 - ongoing
AGENCIES:
McCann Lima
Havas Lima
MEDIA CHANNEL:
Online,Out-of-Home,Print,TV

    Evian | Baby&Me









    A masterpiece in wine






    Wine labels are similar to luxury brands in that as a group, they have been collectively resistant to marketing innovation, believing that the quality of the product is good enough marketing in itself. This interactive billboard and the wider art project it comes from is a beautiful idea supported by a clever use of SMS technology.

    They don't drink a lot wine in Latin America. Drinkers in France and Italy happily quaff between 50-60 litres of the stuff annually per capita, which makes the Colombian average of 0.26 litres seem a particularly restrained amount.

    But the local market for wine has been steadily increasing over the past decade, and Argentinean label Bodega Navarro Correas has been capitalising on this trend and celebrating the work of local artists with its 'Arte por dentro y por fuera' campaign. Translated as 'art inside and outside', this campaign is based on the idea that if Bodega Navarro Correas produces a masterpiece inside the bottle, its consumers can produce masterpieces on the outside.

    This amazing billboard in Colombia is the latest expression of 'Arte por dentro y por fuera', and proves that you can create an arresting work of art with wine, robotics and a little bit of SMS technology.









    BRAND: Bodega Navarro Correas
    BRAND OWNER: Diageo
    CATEGORY: Drinks (alcoholic)
    REGION: Colombia
    DATE: August - August 2011
    AGENCIES: Alpha 245, Leo Burnett

    Absolut Vodka: Absolut Vodka




    Advertising School: Miami Ad School, New York, USA
    Creative Director: Tara Lawall
    Art Director: Lisa Zeitlhuber
    Copywriter: Nick Partyka

    Heineken |This Is the Game

    Heineken is celebrating its sponsorship of the Rugby World Cup, being held in New Zealand, September 9 to October 23, 2011, with “This is the Game”, a television commercial focusing on the code handed down from warriors of old. “Yes we wear dresses and yes we dance but this will never be drama class. We will respect a man’s anthem even he murders it. Never question the bounce. Who knows where this odd ball will go. Listen to the whistle man no matter how much he blows. Sleep when we are dead…” The 60 second “This is the Game” ad is supported by 10 second commercials ideal for play during the games, and an iPhone app “Kick Live Goals”.
    Heineken This Is The Game




    Heineken Kick Live Goals app






    Credits
    This is the Game was developed at Wieden+Kennedy Amsterdam by executive creative directors Eric Quennoy and Mark Bernath, copywriter David Smith, art director Craig WIlliams, and agency producer Cat Reynolds.
    Filming was shot by director Steve Rogers via Revolver, Sydney, and Cherokee Films, Auckland, with director of photography Geoffrey Simpson, producers Katie Smith and Ian Iveson, executive producer Michael Ritchie.
    Post production was done at Glassworks, Amsterdam. Editor was Bernard Garry at The Editors.
    Music is “A Soldier’s Chorus”, from Gounod’s Faust, produced at Extreme Music, Berlin.
    Heineken Rugby World Cup supporters

    Andes Friend Recovery



    Andes Beer has provided men in Mendoza, Argentina, with a way to spend time with both their girlfriends and their male friends with the Andes Friend Recovery campaign. The project followed on from the success of the 2009 Andes “Teletransporter” project, using a cutting-edge robot with human features, installed in the main bars of Mendoza. The campaign, online atandesfriendrecovery.com, won a Silver Outdoor Lion at Cannes International Festival of Creativity.
    Andes Friend Recovery
    Andes Friend Recovery
    The AFR was installed in the most important bars of the Mendoza, during October and November 2010. During that time, the Andes Friend Recovery website received over 2 million visits, 5000 of which were “recovered” friends. The campaign was launched on traditional media; TV, out of home and radio advertising. How does it work? Your friends go to a bar and sit at the Andes Friend Recovery table. They ask for a password which is sent to you via an SMS, while you fulfil your boyfriend duties. Wherever you are you have to log in to the AFR page and use the webcam to map your face. Then you appear at the bar, via the Andes Friend Recovery robot.
    Andes Friend Recovery
    Andes Friend Recovery Installation
    Andes Friend Recovery is an installation based on TelePresence via video conference. Using interactive facial recognition software, the webcam cuts the face of the person in front of the computer, and applies it exactly inside the robot’s face. The robot sits at the bar, and also uses an audio system to enable hearing and speaking. Users can turn the AFR’s head using a computer keyboard, to get a panoramic view of the situation. Visitors to the AFR website were able to join in at the bar witness the conversations among different friends.

    Credits

    The Ande Friend Recover campaign was developed at Del Campo Nazca Saatchi & Saatchi, Buenos Aires, by executive creative directors Maxi Itzkoff, Mariano Serkin, creative director Fernando Militerno, creatives Charlie Lanus, Pedro Porcaro, agency producers Adrian Aspani, Camilo Rojas and Patricio Martinez, account team Jaime Vidal and Patricia Abelenda, working with Inbev marketing team Ricardo Fernandez,
    Eduardo Palacios and Benjamin Mountford.
    The AFRecovery Installation was produced at Sake Integrated Company by producers Sonia Caputo and Pedro Saleh.
    Filming was shot by directors Luisa Kracht, Nico & Martin via Primo Buenos Aires, with executive producer Caro Cordini, director of photography Leandro Filloy.
    Post production was done at Pickle. Sound was designed at Supercharango.

    Jack Daniel's| Live Freely. Drink Sensibly


    Arnold just launched "Independence" – a new campaign for client Jack Daniel's. Kicking it off is this TV spot titled, "As American As."
    For print, a Kentucky letterpress was commissioned to roll out these handcrafted posters:
      
    And just how exactly were they created? Well, just watch:
    You can download the rest of the posters – and more – on Facebook.

    Making Mona Lisa copycat-sad

    The copycat(er)
    Big Mac - Mona Lisa - McDonald's Belgique









    The 2nd copycat(er)
    Neviot - Mona Lisa






    The Original


    Brunch Mona Lisa

    Heineken | Open Your World


    Heineken has launched a new advertising campaign introducing the “Open Your World” tag line, centred around a 90 second commercial, “The Entrance”, featuring the song ‘The Golden Age’ by Danish alternative pop group The Asteroids Galaxy Tour. Launched in Europe this month, the series showcases a man with impeccable style who arrives at a party, interacts with the guests in so many ways before saying yes to a freshly branded bottle of Heineken. The series follows through with shorter clips providing insights into each guest’s story, including the martial artist, pro basketball players, piano playing waiters Siegfried and Jean-Pierre, the man with the eye patch, the flautist and the dancing waiter. The series is currently being released on the Heineken Youtube channel and will be launched on television in 2011.





    THE ENTRANCE


    KUNG FU COMEBACK
    DUET

    THE PERFECT GIFT
    BIG IN WONDERLAND
    THE MONOLOGUE
    THE MAN WITH THE EYEPATCH
    DRAGONBREATH

    DUEL

    THE MAGIC FLUTE
    THE DANCING WATER
    GORGEOUS GIRLS

    Don’t push me

    japp
    THE ORIGINAL (click on the image to watch video)
    Japp Energy Bar – 1995
    Source : Cannes 
    BRONZE LION
    Agency : Leo Burnett (Norway)



    jappcopy


    LESS ORIGINAL (click on the image to watch video)
    BoomBoom Energy Drink – 2010
    Source : GR8 film Production / Lebanon
    Agency : Unknown


    All brands after Facebook Likeabilty


    CL-Most-Liked-Times-Square
    Brands will do just about anything to get people to like them, particularly on Facebook, where it means the promise of viral passalong. Corona Light is dangling an interesting offer. Like the brand on Facebook, and your photo will soon appear on a 150-foot digital billboard in Times Square. The beer brand, with help from Pereira & O'Dell, is collecting the photos now, and will run them on the board from Nov. 8 to Dec. 6. (You can set it up to automatically post a photo showing your image on the board after it appears.) It will be interesting to see how the effort draws in fans for the brand, which currently has 38,000 Facebook Likes. (One note about the execution: For some reason, the application requires you to upload a photo from your computer even though Facebook probably has dozens of photos of you already.) This isn't entirely new.Time magazine ran a similar promotion for its Person of the Year issue back in 2005. 

    Absolut Vodka: Glimmer

    Absolut Vodka: Glimmer
    Absolut Glimmer
    Make the present exceptional








    Latest global campaign for Absolut Vodka, Absolut Glimmer. It's a global initiative where brand have changed the iconic bottle shape for the first time since its conception. The campaign concept is "Make the present exceptional" and the design idea is about dressing the bottle for this moment in time. In today's world, where everything can be recorded, copied or streamed by the press of a button the "here and now" is the new super exclusive. To celebrate this Absolut created a glimmering Absolut Bottle that only will be available for a short time.






    Advertising Agency: Team Family Business, Sweden
    Creative Directors: John Lagerqvist, Mårten Knutsson
    Design: John Lagerqvist, Fredrik Lindquist
    Copywriter: Tove Norström
    Original: Christian Styffe
    Fotography: Jens Mortensen

    Extra Strong Copycat

    Original








    The ugly copy



    Advertising Agency: JWT Mumbai, India
    Creative Directors: Tista Sen, Nandita Chalam
    Art Director: Monica Parag Patil
    Copywriter: Monica Parag Patil
    Illustrators: Umesh Wadaye, Dipak Jadhav
    Photographer:Avadhut Hembade

    Cannes| Outdoor Grand Prix winners



    Diesel1
    The Outdoor Lions jury awarded two Grand Prix for the first time ever this year, recognizing one ambient execution and one traditional poster campaign at the gala event in Cannes this evening.
      Anomaly, New York, won the Grand Prix for its Diesel "Be stupid" billboard campaign, a series that celebrated risk-taking with headlines like "Smart may have the brains, but stupid has the balls." And Del Campo/Nazca Saatchi & Saatchi in Buenos Aires, Argentina, won the Grand Prix for its "Teletransporter" for Andes beer, an ambient execution that provided a soundproof booth (outfitted with sound effects) from which bar patrons could call their significant others and pretend they were not, in fact, at the bar.
      Outdoor jury president Tay Guan Hin, regional ecd of JWT Asia, said rewarding two different types of outdoor advertising was necessary because of the evolution of the industry and allows traditional two-dimensional campaigns to compete "on even ground" with technologically enhanced ambient pieces like the Andes entry. In years past, "the ambient work was clearly overshadowing the traditional pieces," he said, pointing to past winners like HBO's "Voyeur," which won the top prize in Outdoor in 2008.
      Diesel's "Be stupid" manifesto is "bold, fresh, lively and goes against the flow of conventional thinking," said JWT's Hin.

    Diesel2
    Diesel3
      U.S. juror Kathy Delaney, chief creative officer and president of SapientNitro added: "What the campaign did beautifully was create a tone of voice and manifesto for the target. It was one of the campaigns that did not rely heavily on technology to get the message out, and it was very strong in its voice, tone, manner and DNA."
      The jury praised the Andes execution for its understanding of the core male and the execution's universal appeal. "We've all been there," said U.K. juror Jon Williams, chief digital officer EMEA at Grey. "And as long as your communication is based on genuine insight, then you'll score."
      Ambient executions won 11 of the 17 gold Lions awarded in Outdoor tonight, a sure sign that the creativity in the segment is flourishing, said Hin.
      "If we were poets, [billboards are] haiku. It's the idea expressed in the most profound way," added Grey's Williams. "Now, we move into different uncharted territory. It's where digital meets life. That's what makes it exciting.  [It's something] to watch for the future."
      In addition to Anomaly's top prize, U.S. agencies picked up three more Lions in the Outdoor competition: BBDO in New York won a gold for the cube installation in its HBO "Imagine" campaign; Wieden + Kennedy in New York won a silver for an ESPN Monday Night Football interactive storefront; and Johannes Leonardo in New York won a bronze for Daffy's "Underground Puzzle."

    Cannes: TBWA\C\D Tops Promo, PR


    Gatorade-replay
    Gatorade "Replay," the campaign from TBWA\Chiat\Day, Los Angeles, that restaged an old high school football rivalry years later, won two Grand Prix Lions at the first awards show gala event here in Cannes tonight. The campaign won top honors in both the Promo & Activation Lions and in the PR Lions.
    Promo jury president Tina Manikas, global retail promotions officer at Draftfcb, said the jury was looking for ideas that "push the boundaries" and "evoke participation and engagement for a specific period of time."

    The Gatorade campaign was unanimously chosen for the top prize in the Promo competition, which received 1,595 entries this year. "It was a really terrific idea," said Manikas. The effort brought high-school rivals from 1993 back together to replay a championship game and has since grown to include other sports and inspired a TV show. "It created an event that spread and the idea kept evolving," said Manikas.

    The Promo jury awarded eight gold, 19 silver and 26 bronze Lions. JWT Italia won two golds for Heineken "Auditorium," an event that had soccer fans pleasantly surprised when they found the concert they had been dragged to by wives and girlfriends on the night of a critical Champions League match was actually a Heineken-sponsored stunt that screened the game.


    BBDO New York won one gold and one silver for its HBO "Imagine" campaign, as well as two silvers for the "Cube Film Installation" portion of the effort, which projected different angles of the same story on an outdoor installation. "To show a story from different angles is a great insight and a great basic idea," said Promo juror Alexander Schill, chief creative officer and partner of Serviceplan Group in Hamburg, Germany. The campaign used various media to tell the HBO story, especially the Internet, but "it didn't end in one channel," Schill said. "They took it outside and made it visible for people walking through the city."

    Other U.S. wins in Promo included a silver for Grey in New York for Canon's "Behind the Still" and a bronze for Crispin Porter + Bogusky in Boulder, Colo., for Burger King's "Augmented Reality Banners."

    The PR jury was also enamored of Gatorade's "Replay." "The execution was multi-platform and was PR centric," said Paul Taafe, jury president and global CEO of Hill and Knowlton.

    "Replay" is just the second Grand Prix in PR Lions, as this is only the second year the festival has given awards in the category. In all, entries were up 32 percent this year, thanks mainly to ad agencies. The jury awarded 11 gold and 31 silver Lions. No bronzes were awarded in the relatively small category, which drew 575 entries.

    "Replay" earned kudos from the PR jury for its ability to earn media for Gatorade at a time when it was shifting the brand to appeal to everyday athletes, Taafe said. "It represented the ability to create an authentic conversation that appealed to people."

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