Red Stripe Print LAST BEER SAVER by Ogilvy & Mather Guatemala

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LAST BEER SAVER

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Industry Beers and Ciders
Media Print, Magazine & Newspaper
Market Guatemala
Agency Ogilvy & Mather Guatemala
Creative Director Herberth Monterroso Ogilvy
Art Director Francisco Coutiño Ogilvy
Copywriter Roberto Yoshiro Gomez
Photographer Javier Escobar
Account Supervisor Rodrigo Wurmser
Released March 2012

Credits & Description

Category: Best New Product Launch/Re-Launch or Multi-Product Promotion at Retail
Advertiser: DISTRIBUIDORA MARTE
Product/Service: RED STRIPE
Agency: OGILVY GUATEMALA
Chief Creative Officer: Ramiro Eduardo (Ogilvy Guatemala)
Creative Director: Herberth Monterroso (Ogilvy Guatemala)
Copywriter: Roberto Yoshiro Gomez (Ogilvy Guatemala)
Art Director: Francisco Coutiño (Ogilvy Guatemala)
Photographer: Javier Escobar (Ogilvy Guatemala)
Production Company: Edgar Ramirez (16mm)
Account Supervisor: Rodrigo Wurmser (Ogilvy Guatemala)
Media placement: On Pack Promotion - Convenience Stores - 30th Of March 2012

Describe the objective of the promotion.
Distribuidora Marte launched Red Stripe in Guatemala on a very small scale. With no advertising budget and only this promotion we needed to give the beer a wise brand character and promote the trial.

Describe how the promotion developed from concept to implementation.
Due to the small-scale launch, Red Stripe became a great beer hard to find. Knowing that, your last Red Stripe should be kept safe and away from your friends, but ready for you when more needed.

With every six-pack came for free a 'last Beer Saver': A fake radish and beetroot organic soy juice carton with no base. This 'Last Beer Saver' was designed to cover your last Red Stripe in the fridge camouflaging it into something your friends would never drink.

Explain why the method of promotion was most relevant to the product or service.
With no budget for advertising a secret on how to save your very last and hard to get beer not only gave Red Stripe a witty Brand Character, it also positioned the product as a beer so good that is worth protecting.

Describe the success of the promotion with both client and consumer including some quantifiable results.
•One month promotion sold out in 1 week (3,000 6-packs)
•As much as we tried to keep the secret, it finally came out becoming a Trending Topic in Guatemala's Tweeter
• But the most important result was definitely the thousands 'Last Red Stripes' saved!