GRÖBI BEAUTÉ BOTTLE by DraftFCB Vienna for DRINKSTAR

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GRÖBI BEAUTÉ BOTTLE

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Industry Soft Drinks, Business equipment & services, Corporate Image
Media Direct marketing
Market Austria
Agency DraftFCB Vienna
Director Erwin Polanc, Christian Kinzer
Art Director Daniel Senitschnig, Katharina Kolar
Copywriter Patrik Partl, Florian Schwab, Elisabeth Glück
Released August 2009

Credits & Description

Category: Dimensional Mailing
Advertiser: DRINKSTAR
Product/Service: LOW CALORIE SOFT DRINK
Agency: DRAFTFCB PARTNERS
Date of First Appearance: Aug 24 2009 12:00AM
Entrant Company: DRAFTFCB PARTNERS, Vienna, AUSTRIA
Chief Creative Officer: Bernd Fliesser (Draftfcb Partners)
Executive Creative Director: Patrik Partl (Draftfcb Partners)
Art Director: Katharina Kolar (Draftfcb Partners)
Copywriter: Patrik Partl (Draftfcb Partners)
Copywriter: Elisabeth Glück (Draftfcb Partners)
Senior Consultant: Alexandra Tilly (Draftfcb Partners)
Art Director: Daniel Senitschnig (Draftfcb Partners)
Copywriter: Florian Schwab (Draftfcb Partners)
Director: Christian Kinzer
Director: Erwin Polanc
Media placement: Bottle - Bottle Labels - August 2009

Describe the brief/objective of the direct campaign.
Drawing attention to the fact that Gröbi Beauté helps loosing weight.

Explain why the creative execution was relevant to the product or service.
Why this idea is so good: Because the product offers the surprising solution to a problem on the packaging already.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Realization: After only a few days of brainstorming we got this idea: a tiny modification of the packaging with a huge impact. We labelled the bottles with pictures of Gröbi consumers. They wore shirts saying: sip by sip closer to a perfect body. To dramatise the slimming effect; we used a very simple optical mechanic: Through the natural breaking of the light within the liquid they appeared in a blurred way. As soon as you start drinking from the bottle, the slimming-effect of Gröbi beauté reveals its action: the model is getting back her slim body.

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.
Success: 3 month after the product launch the market share of Gröbi beauté grew to 9% in wellness-beverages.