CAP RECALL by Leo Burnett Toronto for James Ready

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CAP RECALL

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Industry Beers and Ciders
Media Promo & PR, Case study
Market Canada
Agency Leo Burnett Toronto
Creative Director Lisa Greenberg, Judy John
Art Director Anthony Chelvanathan
Copywriter Steve Persico
Released June 2010

Credits & Description

Category: Fast Moving Consumer Goods
Advertiser: JAMES READY
Product/Service: JAMES READY
Agency: LEO BURNETT TORONTO
Date of First Appearance: Jun 1 2010
Entrant Company: LEO BURNETT TORONTO, CANADA
Chief Creative Officer: Judy John (Leo Burnett)
Creative Director: Judy John (Leo Burnett)
Creative Director: Lisa Greenberg (Leo Burnett)
Copywriter: Steve Persico (Leo Burnett)
Art Director: Anthony Chelvanathan (Leo Burnett)
Group Account Director: David Buckspan (Leo Burnett)
Account Director: Natasha Dagenais (Leo Burnett)
Account Executive: Jordan Lane (Leo Burnett)
Media placement: Online Video - Online - JR Website - June 1 2010
Media placement: Newsletter - In Beer Cases - June 1 2010
Media placement: Social Media - Facebook - June 1 2010

Insights, Strategy & the Idea
After a printing screw up left millions of JAMES READY Beer Caps blank we were asked to explain to confused consumers what had happened. We chose to use direct as a way to address each of our drinkers and fix the problem.

Creative Execution
We launched a Blank Cap Recall. Any drinker who received a blank cap on their beer could mail it back to us and in return we would give them "something" from the brewery as compensation. Thousands of drinkers participated with the recall.

Results and Effectiveness
We received thousands and thousands of caps from our drinkers and continue to do so. The fans love to talk about the recall of Facebook and discuss the items they got back. The blank caps may have caused a doubt about if JAMES READY cared or would listen to drinker concerns but the recall proved that the brand really does appreciate their drinkers.