WORSHIP THE CHESCO by Ogilvy & Mather Mexico for Fresca

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WORSHIP THE CHESCO

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Industry Non-alcoholic drinks
Media Promo & PR, Case study
Market Mexico
Agency Ogilvy & Mather Mexico
Creative Director Manuel Vega
Art Director Luis Mata
Released February 2010

Credits & Description

Category: Best Localisation Campaign
Advertiser: THE COCA-COLA COMPANY
Product/Service: FRESCA
Agency: OGILVY MEXICO
Date of First Appearance: Feb 2 2010 12:00AM
Entrant Company: OGILVY MEXICO, MEXICO
Vice President/Creative Services Director: Jose Montalvo (Ogilvy Mexico)
General Creative Director/Executive Creative Director: Miguel Ruiz (Ogilvy Mexico)
Creative Director: Manuel Vega (Ogilvy Mexico)
Art Director: Luis Mata (Ogilvy Mexico)
Media placement: Guerrilla - Streets, Food Joints, Restaurants, Taco Joints - 02/02/2010

Results and Effectiveness
These efforts, along with others, increased by 20% the demand of Fresca in food joints. The brand awareness increased as well with the same percentage.

Creative Execution
The strategic solution: To use the same codes mexicans love as a Guadalupean Country (a country that worships the Virgin of Guadalupe). Its a guerrilla campaign, we put Fresca Altars where people would usually find The Virgin of Guadalupe Altars. These altars are very common, people put them in the streets, taco joints, little restaurants, etc.

Insights, Strategy & the Idea
The business objective: To increase the consumption of Fresca in Food joints, restaurants and places where people eat on a daily basis. Target Audience: Mexicans love spicy food and the taste of Fresca along with it. Fresca is the Coca-Cola local brand. Unique Insight: There is no Chesco (in mexican slang means: soft drink) mexicans worship. The brand needed to be positioned as the perfect match that goes with mexican food.