Cannes Lions
THJNK, Hamburg / REWE / 2017
Overview
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Credits
Description
The REWE organic avocado is a Hass avocado. This very popular type of
avocado is recognizable by its dark skin which becomes even darker with
increasing ripeness. It tastes best when the skin is really black. But not too
black either.
Execution
To show the customers when the avocados have the ideal ripening
color, we used the simplest advertising medium in the world in an innovative
way: a sticker. As soon as the avocado reaches the color of the sticker, it is
ready to eat.
Outcome
"The waiting, the squeezing, the smelling, the disappointments come to an end.
Thanks to a sticker. REWE customers can now already see how ripe the
avocados are in the supermarket. Plus, the sticker is also helpful at home, as
avocados keep on riping. This way, the label does not only help to determine
the ideal eating time, but also displays when the point of ripeness is exceeded
and the avocado is spoilt."
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