PIXELATOR by BBDO Mexico for Alka-Seltzer

PIXELATOR

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Industry Health & Pharmaceutical Products
Media Design & Branding
Market Mexico
Agency BBDO Mexico
Creative Director Antonio Alvarez
Art Director Ernesto Alva, Sindo Ingelmo
Copywriter Irene Preciado
Producer Manuel Rivas, José Mere
Account Supervisor Daniela Toledo
Released November 2011

Credits & Description

Category: Promotional Item Design
Advertiser: BAYER
Product/Service: ALKA - SELTZER BOOST
Agency: BBDO MEXICO
Chief Creative Officer: Luis Ribó (BBDO Mexico)
Creative Director: Antonio Álvarez (BBDO Mexico)
Copywriter: Irene Preciado (BBDO Mexico)
Art Director: Ernesto Alva (BBDO Mexico)
Producer: José Mere (BBDO Mexico)
Producer: Manuel Rivas (BBDO Mexico)
Art Director: Sindo Ingelmo (BBDO Mexico)
Crafting: Sergio Rangel (BBDO Mexico)
Account Supervisor: Daniela Toledo (BBDO Mexico)
Account Manager: Gustavo Correa (BBDO Mexico)
Media placement: 500 Samples - Product Launch party at Cirq by Soleil - 25 November 2011
Media placement: 2,000 Samples - Street Sample for New Year´s Eve Parties - 31 December 2011
Media placement: 1,000 Samples - At NightClubs all over Mexico City - 16 March 2012- 30 March 2012
Media placement: 1,000 Samples - At Private Parties in Mexico - 16 March 2012- 03 April 2012

Describe the brief from the client
Develop an idea for sampling Alka-Seltzer Boost in nightclubs and parties.
The product benefit: relieves those hangover discomforts from drinking and wild partying.

Describe the challenges and key objectives
We had to find a fun way to introduce Alka-Seltzer Boost into the party world without ruining the moment. Also, we had to deliver this idea: Alka-Seltzer Boost helps people to feel good the next day, as if last night never happened.

Describe how you arrived at the final design
We started with party consequences. Partying hard gives us headaches, stomach-aches, weakness, and last but not least: regrets. We know Alka-Seltzer Boost attacks physical consequences, but what about those Facebook photos reminding you of what you - shamefully - did last night?

That’s how we created the perfect complement, the 'Pixelator'.

A device made with Fresnel lenses, distributed in such a way that generates a distortion effect, recreating the digital pixelation effect in real life.

Give some indication of how successful the outcome was in the market
4,500 Pixelators were delivered with an Alka-Seltzer Boost sample at nightclubs and parties. Assistants shared their own pictures and the idea on social networks. Plus, thousands of images of saved reputations.
Same amount of hangovers were eliminated.
Up until now, Alka-Seltzer Boost has supported the Alka-Seltzer franchise with a 20% growth in sales, of which 16% corresponds to Alka-Seltzer Boost.

Source: Sell Out Wal-Mart Mexico. (Wal-Mart represents 40% of Alka-Seltzer’s sales. December 3rd, 2011 – April 6th, 2012).