Category: Food and Non-Alcholic Drinks
Advertiser: PEPSICO
Product/Service: BLUE TONIC
Agency: VILLARROSÀS
Creative Director: Oriol Villar (Villar-Rosàs)
Creative Director: Jon Lavin (Villar-Rosàs)
Creative Director: Isahac Oliver (Villar-Rosàs)
Art Director: Nacho Ginestra (Villar-Rosàs)
Art Director: Oriol Gil (Villar-Rosàs)
Art Director: Mark Brooks (Villar-Rosàs)
Account Manager: Jordi Rosàs (Villar-Rosàs)
Account Manager: Borja Prado (Villar-Rosàs)
Producer: Iria Martínez (Villar-Rosàs)
Producer: Juli Carbocci (Ingravitto Films)
Media placement: Video Clip - YouTube - 7 July 2011
Media placement: Video Clip - Cinema Screens - 7 July 2011
Media placement: Facebook Application - Brand's Facebook Profile - 7 July 2011
Media placement: Web Microsite - Internet - 7 July 2011
Describe the objective of the promotion.
Blue Tonic proposed the revelation of the secret of the best gin and tonic in the world, in a videoclip on Internet. In the clip a group of friends travel to Italy, England, the Basque Country and Iceland in search of the best ingredients in the world for a gin and tonic.
Our promotion consisted in setting up a draw, in which groups of friends could win trips, like the one in the clip, where they would end up having a gin and tonic in another city with a friend who was living a long away from home.
Describe how the promotion developed from concept to implementation.
Like the video clip, the promotion worked on the same concept, i.e. enabling consumers to discover what for us, at Blue Tonic, is the secret of the best gin and tonic in the world.
And so we organised the promotion, using the brand’s Facebook profile. The mechanics were very simple: users had to make up a group with 3 other friends and demonstrate why they should get the opportunity to go and share a gin and tonic with a friend who was living abroad at the time. To do this they could send in video clips, photos, texts… or whatever else occurred to them.
Explain why the method of promotion was most relevant to the product or service.
Blue Tonic has been specially renewed to be used for gin and tonics. Despite this, Blue Tonic proposed to reveal the secret of the best gin and tonic in the world, and for the brand this was not found in the ingredients in the glass. As a result Blue Tonic managed to establish a unique positioning by being honest with a public that has grown tired of elitism.
Furthermore, the promotion was wholly based on the experiences of the consumers themselves, who, through their Facebook profiles, presented photos and videos showing that the best part of a gin and tonic is who you drink it with.
Describe the success of the promotion with both client and consumer including some quantifiable results.
The clip got 984,000 views on YouTube in its first month.
There was a 130% increase in ‘likes’ on the KAS Facebook profile.
Over 80 groups participated in the promotion.
Sales went up by 175%.
A unique positioning in the tonic market was gained through being honest.