More proof that effectiveness and effectiveness awards need not be boring and tedious. This is another great well put together effectiveness case study that won a Gold Effie last year.
The beverage Capri Sun had lost its cool among kids and to regain their attention they created a series of quirky TV commercials warning the youngsters about the ‘dangers’ of treating their pack with disrispect. And telling a child not to do something is a sure way to ensure they’ll do it.
The TVC’s were rapidly parodied on YouTube and the brand managed to turn the viral sensation into a platform to engage kids through online games, cartoon characters and TV shows under the catchy tagline ‘Respect the Pouch’.
The case study itself is clear in its objectives and results, yet very entertaining to watch (and not just because of the funny TVCs, the script keeps things on brand).
It’s also worthwhile to take a closer look at the effectiveness submission. All well documented on the Effie website.
Regional Executive Creative Director, Geometry Global Asia Pacific