Alpina Promo, Case study THE REAL THING by PHD Bogota

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THE REAL THING

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Industry Butter, Edible oil & Fats, Grocery and Other foods
Media Promo & PR, Case study
Market Colombia
Agency PHD Bogota
Art Director Juan Espitia - Felipe Munévar - Leonardo Buitrago - Mauricio Cifuentes
Copywriter Camilo Carvajal
Released March 2010

Credits & Description

Category: Best Use of Screens
Advertiser: ALPINA
Product/Service: BUTTER
Date of First Appearance: Mar 7 2010
Entrant Company: PHD COLOMBIA, Bogota, COLOMBIA
General Manager: Yasmina Celis (PHD Colombia)
Account Manager: Juan Esteban Pacheco (PHD Colombia)
Account Director: Maria Fernanda Scarpetta (PHD Colombia)
TV Innovation Director: Alexandra Suarez (OMD Colombia)
Account Executive: Yuly Barragan (PHD Colombia)
Account Director: Paola Duarte (Leo Burnett Colombia)
Account Executive: Mónica Trujillo (Leo Burnett Colombia)
Creative Directors: Jairo Lezaca y Rodrigo Tarquino (Leo Burnett Colombia)
Copywriter: Camilo Carvajal (Leo Burnett Colombia)
Art Director: Mauricio Cifuentes (Leo Burnett Colombia)
Media placement: TV - 1 Mention - RCN TV - March 7 / 2010

Insights, Strategy & the Idea
7 Out Of 10 Colombians confuse margarine with butter ignoring that margarine isn't made of milk. So we had to prove that they are two very different products and sell 120 tons of butter.

But, how can we prove that? Well... we thought that nothing is as good as the real thing!

Creative Execution
Jota Mario Valencia is one of the most recognized presenters in Colombian television, comparable to George Stephanopoulos from Good Morning America. He presents "Muy Buenos Dias" every day, but one day, he wouldn’t.

A false Jota Mario started the show in the morning and no one noticed the difference except for the viewers who called complaining about the false host. For a while the false Jota Mario talked with his Co - Presenters and invited them for breakfast, displaying margarine as butter.

Then, the real Jota Mario appears and throws out the false Presenter clarifying the differences between margarine and butter.

Results and Effectiveness
We sold more than 150 tons, surpassing the expectations and running out of stock in markets, besides, our top of mind awareness immediately reacted to the actions, going from 1% to 7% in just two months.