Cannes Lions

JOLLY SHANDY

DRAFTFCB HONG KONG / CARLSBERG / 2011

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Overview

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Credits

Overview

Description

Consumer promotion print ad will be the means to drive awareness and interest from the public.That print ad's visual, tone and manner should be very easy for consumer to pick up the brand character and positioning.

Execution

As the target were teenagers, the 0.5% alcohol within the drink could be a trigger to spark some pretty wild ideas. We chose to employ a familiar comic style, something teenagers are exposed to on an almost daily basis. We produced both male and female versions, tailoring the wild ideas to appeal to different genders. For the female version, the wild ideas were all about becoming a queen, attracting every male on the planet, being a sex bomb, etc. We created a vivacious atmosphere full of energy, designed to encourage buy-in to both our proposition and our product.

Outcome

There is a 40% increase in sales during 1 month promotional period.

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