Ruffles Promo, Case study RUFFLES` AIR BAG by ITHINK

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Industry Confectionery & snacks, Chips
Media Promo & PR, Case study
Market Brazil
Director Miguel Eachimenco, João Luz
Creative Director Marcelo Tripoli, Giampietro Zanon
Art Director Gustavo Leal, Murilo Fonseca, Marghe Pennacchi
Copywriter Solano Esteche, Laiza Rocha Negrão
Editor Marcos Kacherian
Released January 2012

Credits & Description

Category: Best Use of Social Media
Advertiser: PEPSICO
Product/Service: RUFFLES
Agency: ITHINK
Creative Director: Marcelo Tripoli (Ithink)
Creative Director: Giampietro Zanon (Ithink)
Creative Coordinator: Mario Lions (Ithink)
Copywriter: Laiza Rocha Negrão (Ithink)
Copywriter: Solano Esteche (Ithink)
Art Director: Gustavo Leal (Ithink)
Art Director: Murilo Fonseca (Ithink)
Social Content: Fabiana Faria (Ithink)
Account Director: Patrícia Andrade (Ithink)
Account Manager: Stefano Pieroni (Ithink)
Account Executive: Evelina Rios (Ithink)
Productor: Giuliano Spadari (Ithink)
Director: João Luz (Crash Filmes)
Production Director: Cristiane Moura (Crash Filmes)
: Paula Costa (Crash Filmes)
Art Director: Marghe Pennacchi (Crash Filmes)
Editor: Marcos Kacherian (Crash Filmes)
Director: Miguel Eachimenco (Vinyl)
Motion: Chistian Balzano (Ithink)
Media placement: Social Media - Social Media Network - 10 january 2012

Summary of the Campaign
Brazilian’s humour channels imported a joke that was already going on on Americans social network, about the amount of air vs. the quantity of potatoes in the package.The challenge was to explain to the major hubs spreading the joke, why the amount of air in the package was important, without fostering even more jokes.

To this end, a strategy was designed which would take the harsh information, serious, to an illustrated and humorous way, explaining the need of air inside the package in order to protect the potatoes chips. With the aid of technical areas of the client, we were able to get the information needed to the infographic design, and once posted on the brand fan page, a work of public relations began, with the humor channels that once were making jokes about the subject, and also with the relevant media for the target. With this, the info-graphic has reached more than 24 million impressions on the Brazilian Internet, getting an exhibition that if would have been paid, would cost more than R$ 3,1 million.

The Situation
A joke on social network, saying that there was a big amount of air in the packages that they have bought. That’s a joke that started in the U.S., in 2011”brought” to Brazil by humor channels of the social networks.

The Goal
Remedy the social reverberation of a joke that denigrated the image of Ruffles on social networks. We must act along with the disseminators of that message. We understand their language and act in specific ways, with each one of them.

The Strategy

As the reverberation of the joke was motivated by humour channels, it was noticed that the language code appropriate to make the joke relevant to the public was using strong images and illustrations.

More than that, it was understood that there were also major hubs that made the content relevant to the audience, with which we needed to talk (AS ABC 13-17). For this reason, we chose an infographic, a flap on the brand fan page as a destination and actions to direct the communication to the humor channels that were relevant to the target.

The infographic was first posted on the fanpage brand in early January. After that, in the following weeks, several contacts were made with medias specialized on social network and humor channels. Afterwards the infographic had spontaneous reverb.

Documented Results
With the infographic published and the contacts with specific channels already done, it achieved more than 24 million impressions, a result that would cost more than R$ 3.1 million if it were paid.

Moreover, the volume of mentions of the joke practically fell up to zero, and even consumers are spontaneously mentioning the infographic and linkam when reading any comments that remind them of the joke.