Andes Promo ANDES CAMOUFLAGER Del Campo Saatchi & Saatchi Buenos Aires

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Sector Cerveza
Media Promo / PR
Mercado Argentina
Agencia Del Campo Saatchi & Saatchi Buenos Aires
Executive Creative Director Mariano Serkin, Maxi Itzkoff
Art Director Ammiel Fazzari
Copywriter Matias Eusebi
Publicado marzo 2012

Creditos y descripciones

Category: Alcoholic Drinks
Advertiser: ABINBEV
Product/Service: ANDES BEER
Executive Creative Director: Maxi Itzkoff (Del Campo Nazca Saatchi & Saatchi)
Executive Creative Director: Mariano Serkin (Del Campo Nazca Saatchi & Saatchi)
Copywriter: Matias Eusebi (Del Campo Nazca Saatchi & Saatchi)
Art Director: Ammiel Fazzari (Del Campo Nazca Saatchi & Saatchi)
Head Of Art: Mariano Espagnol (Del Campo Nazca Saatchi & Saatchi)
Head Of Production: Adrian Aspani (Del Campo Nazca Saatchi & Saatchi)
Agency Sisomo Producer: Camilo Rojas (Del Campo Nazca Saatchi & Saatchi)
Account Executive: Jaime Vidal (Del Campo Nazca Saatchi & Saatchi)
Media placement: Merchandising Stands - Bars - 4 March 2012

Describe the objective of the promotion.
Andes is a local beer from Mendoza, Argentina. Facing the arrival of more appealing imported beers, it needed to develop a proposal that kept positioning Andes Beer as an irresistible product. The challenge was to develop a proposal that would work on the brand's irresistibleness' attribute; where starting from the bottle design, Andres Beer could be the great protagonist.

Describe how the promotion developed from concept to implementation.
We love to have an ice-cold beer waiting for us in the fridge. But we know that the last beer always runs a constant risk: one of our friends might drink it first. Andes Camouflager was a genius invention designed to hide your last Andes beer in the fridge, keeping it hidden, out of the reach of anyone else. We designed a series of products that no man would ever think to grab out of the fridge: A squash, rice milk, a bowl of broccoli, etc. Each of these, perfectly designed to hide your Andes beer and keep it ice-cold.

Explain why the method of promotion was most relevant to the product or service.
Andes became a focal point at both points of sale and in the homes of our target audience.

Describe the success of the promotion with both client and consumer including some quantifiable results.
During its summer launch, the brand’s preference levels increased. It created a brand experience that connected consumers to the product.