CAN´T TOUCH THIS by Mark BBDO Prague for Orbit

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CAN´T TOUCH THIS

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Industry Chewing-Gum
Media Promo & PR
Market Czech Republic
Agency Mark BBDO Prague
Creative Director Leon Sverdlin, Andrej Stuk
Copywriter Ondra Soucek
Designer David Suda, Ian Adams, Michael Krusbersky, Filip Kocian, Honza Tamchyna, Viktor Spala, Pepa Plíhal
Released June 2009

Credits & Description

Category: Fast Moving Consumer Goods
Advertiser: WRIGELY
Product/Service: CHEWING GUM
Agency: MARK BBDO
Date of First Appearance: Jun 15 2009 12:00AM
Entrant Company: MARK BBDO, Prague, CZECH REPUBLIC
Entry URL: http://www.canttouchthis.cz
Creative Director: Leon Sverdlin (Mark BBDO)
Creative Director: Andrej Stuk (Mark BBDO)
Art Director: David Suda (Mark BBDO)
Copywriter: Ondra Soucek (Mark BBDO)
Designer: David Suda (Mark BBDO)
Designer: Pepa Plihal (Mark BBDO)
Designer: Michael Krusbersky (Mark BBDO)
Designer: Ian Adams (Mark BBDO)
Designer: Filip Kocian (Mark BBDO)
Designer: Honza Tamchyna (Mark BBDO)
Designer: Viktor Spala (Mark BBDO)
Agency Producer: Lubos Rezabek (Mimofilm)
Account Executive: Sarka Pazderova (Mark BBDO)
Account Manager: Mirka Korbelova (Mark BBDO)
Media placement: Microsite - Www.vychytana-Piksla.cz - 15.6.2009
Media placement: Print Inserts - Houser - 15.6.2009
Media placement: POS - Supermarkets - 15.6.2009

Describe the objective of the promotion.
The new Orbit chewing gum bottle is bigger, but also more expensive. And that’s about all. How can we launch it on a crowded Czech market without any ATL support?

Describe how the promotion developed from concept to implementation
Our campaign is based on a simple truth- we are all selfish. We noticed that leaving the new Orbit bottle on your desk creates a serious problem: Everyone keeps taking YOUR gum! So, we designed the creepiest and most disgusting bottle covers to scare off those people. On a special website you could choose from many “repulsive” designs or create your own.

Describe the success of the promotion with both client and consumer including some quantifiable results
Thousands of people, from amateurs to professional designers took up the challenge. The project attracted the attention of top design sites and blogs in the Czech Republic and beyond. Over 1400 unique designs were created in just four weeks. The project is still continuing.

Explain why the method of promotion was most relevant to the product or service
Without any ATL support we managed to make the new Orbit bottle a real “talking point”. The bottle itself became the main promotional media.