BEACH BLASTER by GPY&R Melbourne for Cottee's

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BEACH BLASTER

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Industry Business equipment & services, Corporate Image
Media Direct marketing
Market Australia
Agency GPY&R Melbourne
Executive Creative Director Ben Coulson
Creative Matt Lawson, Frances Webb
Released December 2009

Credits & Description

Category: Ambient Media & Print Collateral, Non-Mail (Small Scale)
Advertiser: SCHWEPPES AUSTRALIA
Product/Service: COTTEE'S CORDIAL
Agency: GEORGE PATTERSON Y&R
Date of First Appearance: Dec 30 2009 12:00AM
Entrant Company: GEORGE PATTERSON Y&R, Melbourne, AUSTRALIA
Executive Creative Director: Ben Coulson (George Patterson Y&R)
Creative: Matt Lawson (George Patterson Y&R)
Creative: Frances Webb (George Patterson Y&R)
Group Communications Director: Mat Cummings (George Patterson Y&R)
Account Director: Elaine Pow (George Patterson Y&R)
Account Manager: Damien Miller (George Patterson Y&R)
Managing Director: Craig Crosthwaite (CAW Marketing)
Account Service Manager: Toby Utber (CAW Marketing)
Media placement: New Media - Outdoor Ambient - December 30th 2009
Describe the brief/objective of the direct campaign.
The strategy of the campaign was to create a brand experience that makes water fun and brings existing customers and new customers together during summer.
Explain why the creative execution was relevant to the product or service.
Cottee's cordial is added to water to make it more fun for kids to drink. We needed a summer brand experience that makes water fun and got them outside, having fun with each other all summer long. And what better way to do this than with a water blaster that is created from a Cottee's cordial bottle. Something that had never been done before. The Cottee's Beach Blaster expressed all of Cottee's core brand values of togetherness, an active lifestyle and cheeky, child-like fun. Plus, all this fun in the sun made the kids very thirsty.
Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
The solution was to invent a product that attached directly onto the Cottee's cordial bottle, transforming it into a pump-action water blaster - The Cottee's Beach Blaster. It was a new way for kids to make water fun and directly interact with the brand all summer long. After the Cottee's Beach Blaster was in the hands of our audience, we gave the kids further chance to interact with the brand at the Cottee's Beach Blast Off. A nation-wide water fight held in every state of Australia.
Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
All 12,000 Cottee's Beach Blasters were redeemed in the first two weeks. This created a 27% increase in sales. Production could not meet demand and Australia ran out of Cottee's Cordial. Kids loved it, clients were happy - the Cottee's Beach Blaster was a success.