Spikes Asia

Mask of Sociability

BEACON/LEO BURNETT, Tokyo / DIAEGO / 2016

Awards:

1 Shortlisted Spikes Asia
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Overview

Entries

Credits

Overview

Background

In Japan convenience stores make or break beverage brands. The success rate of a beverage brand is 1%. To succeed, you need great shelf presence, or a way for people to search for your brand before they get to the convenience store.

Smirnoff Ice introduced a new lemonade variant that was well liked by consumers in bars and off trade, but the new lemonade didn’t sell well in convenience stores and was delisted with a threat to delist all Smirnoff Ice products.

Our biggest priority was to prove to convenience stores that we still had the marketing prowess to boost sales.

And without big TV budgets we needed the cooperation of our fans to spread the news about of our on-pack promotion, to be measured as social engagement across 3 platforms (Instagram, Twitter, Youtube).

Execution

We made 12 different masks so that people could collect the different types, thereby fueling repeat purchase.

By making the on-pack incentive a mask, it enabled us to organically generate selfies as our fans started to wear them and take pictures of themselves.

We spread the idea through influencers and PR media to launch the special edition bottles and masks.

With the help of a Smirnoff get ready for Halloween Youtube video that highlighted the mask, we were able to further increase awareness and excitement leading to the big day.

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