Cannes Lions

COLMANS SPRAY & COOK

TBWA HUNT LASCARIS, Johannesburg / TIGER BRANDS / 2002

Awards:

1 Shortlisted Cannes Lions
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Overview

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Credits

Overview

Description

Re-launch the brandCommunicate product performance The brand had not had above-the-line support for quite some time, so the goal was to re-establish a relationship with the target market in a light and amusing way. The medium utilized was outdoors and the media idea was to utilize giant billboards in high traffic areas in an unusual way.The billboard was posted in a way that made it look as if the poster was sliding off the structure. Passers by could still read the message, but it has slid onto the ground and the wire foundation of the billboard was exposed.This quickly and clearly communicated the brand (through pack picture and brand name) as well as product performance – and benefits.The uniqueness of the execution created an enormous amount of ‘talk-ability’. This resulted in extensive publicity (free!) generated on various national and regional radio stations as well as in daily and weekly newspapers. Consumers were captivated and entertained by the unusual billboard and its message delivery. Campaign launched in print and was planned to extend into outdoors. The initial recommendation was for the print execution to be posted onto the billboards.Media recommended that a new, more relevant execution be developed to utilize outdoor/the billboard in a more creative and innovative way. INTRO: SPRAY & COOKThe product is a non-stick cooking spray, which can be used for frying, grilling, baking – or any other method of cooking. It ensures that food does not stick to the pan (or whatever vessel is being used to prepare the food!)The initial campaign was a print execution of a store shelf stocked with cans of the product. The price tags have all ‘slipped off’ – demonstrating the effectiveness of the non-stick claim.It was then proposed to utilize outdoors in the media mix. This is when the great media idea happened. Instead of posting the existing print execution onto a billboard, we proposed posting a billboard as if it were sliding off the structure. This demonstrates in a simple and clear way exactly what the product is all about.Excellent synergy between the brand message and the use of medium.

Execution

Campaign launched in print and was planned to extend into outdoors. The initial recommendation was for the print execution to be posted onto the billboards.Media recommended that a new, more relevant execution be developed to utilize outdoor/the billboard in a more creative and innovative way.

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