Mineralbrunnen Bad Liebenzell Promo, Case study INTERACTIVE MAGNIFIER LABEL by Grabarz & Partner Hamburg

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Industry Water
Media Promo & PR, Case study
Market Germany
Agency Grabarz & Partner Hamburg
Executive Creative Director Ralf Nolting, Ralf Heuel
Copywriter Andreas Schriewer
Account Supervisor Marc Pech, Miriam Mückner
Released January 2010

Credits & Description

Category: Best Use of Ambient Media: Small Scale
Product/Service: MINERAL WATER
Date of First Appearance: Jan 11 2010 12:00AM
Entrant Company: GRABARZ & PARTNER, Hamburg, GERMANY
Executive Creative Director: Ralf Heuel (Grabarz & Partner)
Creative Direction: Djik Ouchiian (Grabarz & Partner)
Creative Direction: Martin Grass (Grabarz & Partner)
Art Direction: Thorsten Sievering (Grabarz & Partner)
Copywriter: Andreas Schriewer (Grabarz & Partner)
Account Supervisor: Marc Pech (Grabarz & Partner)
Account Supervisor: Miriam Mückner (Grabarz & Partner)
Production: Karlotta Ahrens (Grabarz & Partner)
Retouching: Andrea Meyerdierks (Grabarz & Partner)
Media placement: Label - Bottle Label - 11.01.2010

Results and Effectiveness
The advertising message was printed on 100,000 bottles and found its way into households via the normal trade channels. Unfortunately there is no data about increased sales on the part of the customers yet. However there were numerous positive responses from users about the campaign.

Creative Execution
We decided not to position Liebenzeller water as a simple mineral water for the promotion, but as a wellness and diet drink. And to use the bottle itself as the advertising space. To be more precise, the inside of the bottle label. We used the natural magnifying-glass effect of a filled water bottle to draw the attention of Bad Liebenzeller drinkers to the natural slimming effect of their water. 100,000 bottles of Bad Liebenzeller had the label printed on them and made their way into households via the normal trade channels. The promotion points out in a surprising way a product benefit that customers seldom think about. In addition, using the bottle label as advertising space offers the opportunity for the message to reach large numbers people (in this case 100,000) with a minimal budget.

Insights, Strategy & the Idea
Our task was to convince existing consumers of Bad Liebenzeller and people who are not yet consumers to (continue to) drink water. And to create appeal and support for Bad Liebenzeller.