Norte: WIDE THUMB

Credits & Description:

Advertiser: AB INBEV
Agency: DEL CAMPO SAATCHI & SAATCHI
Category: Best Integrated Campaign Led by Direct Marketing
Advertising campaign: WIDE THUMB
Account Director: Jaime Vidal (Del Campo Saatchi & Saatchi )
Creative Director: Juan Pablo Lufrano (Del Campo Saatchi & Saatchi )
Excecutive Producer: Caro Cordini (Primo)
Advertiser's Supervisor: Conrado Cimino (AB InBev)
Editor: Lushiya
Account Executive: Manuela Sorzana (Del Campo Saatchi & Saatchi )
Copywriter: Diego Gueler Montero (Del Campo Saatchi & Saatchi )
Executive Creative Director: Maxi Itzkoff (Del Campo Saatchi & Saatchi )
Executive Creative Director: Mariano Serkin (Del Campo Saatchi & Saatchi )
DOP: Javier Juliá
Director: Nico Pérez Veiga (Primo)
Advertiser's Supervisor: Ricardo Fernandez (AB InBev)
Agency Producer: Adrián Aspani (Del Campo Saatchi & Saatchi )
Advertiser's Supervisor: Agustin Mostany (AB InBev)
Creative Director: Ariel Serkin (Del Campo Saatchi & Saatchi )
Agency Producer: Camilo Rojas (Del Campo Saatchi & Saatchi )
Copywriter: Charlie Lanús (Del Campo Saatchi & Saatchi )
Producer: Germán Lentini (Primo)
Agency Producer: Lucas Delenikas (Del Campo Saatchi & Saatchi )
Director: Luisa Kracht (Primo)

Implementation
We discovered something that no one had noticed before:Wide mouth bottles aren’t made to celebrate. When you place your thumb over the mouth of the bottle, it’s not big enough to cover it and liquid leaks out the sides. That’s when we decided to add a wide rubber thumb to the bottle.This finger, which could easily be placed over your thumb, allowed you to cover the top of the wide mouth bottle, shake it, and celebrate as if it were a bottle of champagne

Client Brief Or Objective
Norte Beer wanted to launch a new wide mouth bottle onto the market.The problem: other brands had already launched similar products and the bottle was nothing new. So, what could we do to make the launch stand out? How could we generate a direct response from our new audience?We came up with a strategy to add innovation where the product needed it most: in the design of the Norte Wide Mouth Bottle.

Outcome
We distributed the new Norte Wide Mouth Bottle in supermarkets across northern Argentina, with the 'Wide Thumb' attached to the back of the bottle. Not only did the launch of the bottle not go unnoticed, we exceeded our sales projections by 9%. And the campaign added a modern element to Norte Beer’s image.

Execution
Wide Mouth Norte was promoted as a special edition bottle, 'Designed to Celebrate'.The bottle design was a focal point of each spot, harnessing the ritual of consumption and highlighting the role of the product as the backbone of the campaign.That way, we were able to surprise the consumer using a call to action, centered around generating consumption at points of sale and integrated into a larger campaign that included television, graphics, radio and online, all of which incentivized consumption.