CAMPAIGN SHOWCASE Creative showcase


SABMILLER – Cool beer hotline BRAND:


SABMiller


CATEGORY: Drinks (Alcoholic) MARKET: Netherlands DATE:


June 2010 – ongoing MEDIA


CHANNEL: Experiential, Events, Print, TV


Beer connoisseurs will say that the amber nectar is meant to be consumed at room temperature. Pretty much everyone else in the entire world will say otherwise, including Grolsch.


Following the initial ‘Cool’ activity in 2009, Grolsch has ramped-up its efforts to ensure people never have to drink warm beer. To make this possible, the brand launched the ‘Cool Hotlines’ and travelled across the Netherlands trading warm competitor beers for ice- cold Grolsch. After a call to the hotline, consumers received a visit from a small


moped with a refrigerated sidecar that would deliver cold beer to wherever they were. All types of canned beers available in the Netherlands, excluding house and private brands, could be traded free of charge against a chilled can of Grolsch. ○


.EDITOR’S COMMENT. Grolsch’s ‘Cool’ activity has some stunty elements, but these are all tied in to an integrated piece of marketing communications, running from packaging and point-of-sale through to TV, events and experiences.


OTARIAN – Reward diners for going green BRAND:


Otarian


CATEGORY: Food, Retail MARKET: US


DATE:


May 2010 – ongoing MEDIA


CHANNEL: Retail, PR


When trying to communicate information about the environment, it often pays to relate big picture ideas to every day relevant situations.


Environmentally-friendly restaurants have a slight image problem. The idea creates outdated images of nut roasts, folk music and restaurants with rustic décor. Otarian, a new restaurant chain and retail brand built on a sustainable platform, has set out to change this. Consumers can join the Carbon Karma loyalty scheme that rewards


Grolsch comes to the rescue with a cold beer


ethical eating with Carbon Karma points. Points can be exchanged for dessert items from the menu. Carbon information appears alongside items on the menu, to help customers understand the implications of their food choices. ○


.EDITOR’S COMMENT. Consumers tend to switch off when preached at about green issues. Otarian includes consumers in the brand mission to create an environmentally sustainable operation using gentle education.


KOLESTON– ID photo makeover BRAND:


Koleston


CATEGORY: Cosmetics MARKET: Brazil


DATE:


March 2010 AGENCY: Leo Burnett MEDIA


CHANNEL: Experiential, OOH, PR


Passports, driving licenses and membership cards all over the world carry washed out, badly lit photographs, often taken in automatic camera booths.


To add further embarrassment for women in Brazil, where people carry official ID cards bearing a photo, these pictures are often viewed by complete strangers on a regular basis. Koleston came to the rescue of women in Sao Paulo with some of their beauty products and a professional photographer. Local women attended


10 M&M JULY EZINE 2010 Otarian rewards consmers for ethical choices


a make-over session and were photographed by a professional photographer. Koleston gave more than 2,000 women official ID photos they could be proud of, and stimulated the renewal of ID cards. The event was covered though news items on TV stations all over Brazil.○


.EDITOR’S COMMENT. Linking beauty and self-esteem has proven to be powerful strategy for other cosmetics brands. Koleston has positioned itself as a brand relevant to the concerns of modern women.


Koleston helps Brazilian women look good


www.mandmglobal.com


JULY DIGITAL EXCLUSIVE


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