RASPBERRY-MANIA for Pepsi

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RASPBERRY-MANIA

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Industry Soft Drinks, Business equipment & services, Corporate Image
Media Promo & PR, Case study
Market Romania
Released July 2012

Credits & Description

Category: Consumer Goods, including FMCG and Household Products
Advertiser: PEPSI LIPTON INTERNATIONAL
Product/Service: ICE TEA
Media placement: Online Petiton - Online - 24 March 2009
Media placement: Street Event - Outdoor - 24 March 2009
Media placement: VIPs supporting movies - Online - 24 March 2009

Summary of the Campaign
Pepsi Lipton International launched the first Raspberry Ice Tea on the Romanian market through an unconventional and unexpected campaign, which generated huge buzz and word of mouth. During a two month campaign, we generated a national "raspberry-mania” by bringing together a fake Association of Independent Raspberry Growers, a group of raspberry fans of all ages and some celebrity Raspberry-holics. They launched a highly visible campaign meant to restore the raspberry image, affected by Razzie awards and governmental initiatives.

The Goal
- To announce the launch of the first Raspberry Ice Tea - To make a difference on a saturated market - To generate buzz Target: - Consumers: urban educated adults (21-39) - Media: tabloids, online, glossy Research: - Media: after monitoring around 1000 articles, we discovered that raspberry is rarely recommended as a healthy fruit - Target: 3 focus groups. Spontaneous associations of the raspberry: "tasty fruit”, "fruit of our childhood”, "Razzie Awards” - Producers: One-to-one interviews with raspberry growers. Their main issue: the imports (which are preferred by large retailers, although more expensive). - Nutrition: Discussions with nutritionists about raspberry health benefits.

Results
- 2,000 people signed the “Support the Raspberry!” petition and signatures keep on coming - 5,757,183 impressions (according to National Readership Survey) of the materials - More than 70 materials about the launch in print, online and TV - TV talks shows debated the issue - Detailed materials about the need to protect local raspberry production against more expensive imports - Pro TV (most popular TV station in Romania) broadcasted an extensive material on the news , dwelling on the status of local raspberry issues The non-branded campaign had such a huge impact that we received invitations to talk shows for the members of Association of Raspberry Growers. The Ministry of Agriculture was also invited to comment on the raspberry issue. Several months after the campaign, TV Stations still called the agency for statements from Association of Raspberry Growers.

Execution
Step 1: we invented the Association of Independent Raspberry Growers, who launched the “I Support the Raspberry” campaign. They were joined by the raspberry fans of all ages, celebrity Raspberryholics, raspberry freaks and raspberry maniacs and generated a national "raspberry-mania”. Step 2: Non-branded phase – "Support the Raspberry!” - online petition, addressed to the Ministry of Agriculture. Among requests: re-naming the Razzie-Awards, including the raspberry among essential foods, protect raspberry growing in forest. - Street events to collect signatures, attended and covered by media - Viral movie asking support for the cause Step 3: Product launch - Media event disguised as an Association's working meeting, at their fake headquarters (old apartment in a downtown building) - Testimonials from two of the most famous Romanian VIPs admitting they are Rasberryholics - Product was introduced as the support offered by Lipton to the cause of the Association - Product sample - Gifts: raspberry growing kits, gardening tools and raspberry plant

The Situation
Pepsi Lipton International was to launch Lipton Ice Tea Raspberry in Romania. They wanted a PR campaign to make a difference, which was quite a difficult challenge. On the one hand, the media was in crisis, they reduced the number of pages and they had very limited interest to write for free about brands. On the other side, new flavors were launched every season by all players, so it was very hard to position it as news in this context.

The Strategy

Starting from the research, we concluded that the raspberry is a relatively neglected fruit in Romania. The association with the Razzie Awards is very strong and not favourable. The good news is that there was awareness and likeability among the target audience for this fruit. Consequently, we developed a two-phase strategy: - A non-branded campaign meant to bring the raspberry on the Romanian public agenda, to restore the place it deserves in the minds & hearts of consumers - Position the launch of the Lipton Raspberry Ice Tea as a response to the campaign In order to awake the interest of the target and to create buzz, the message had to be fun and positive.