Cannes Lions

WORLD'S FIRST TASTE-ABLE AD

MEMAC OGILVY, Dubai / COCA-COLA / 2013

Case Film
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Case Film
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Overview

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Credits

Overview

Execution

A tangible and taste-able experience at point of information, enabled.

Taste, in every sense, is a personal thing. It has to be directly experienced, to be completely understood, appreciated, sought for and subscribed to. For a beverage like Fanta, which is relatively known for its unique orange taste, introducing a new “more orange-y” flavor – is undeniably, vague. No matter how much we described it. The product had to be tried, thus the necessary means of sampling. Enabling the audience to immediately and directly react and respond.

Outcome

From only 500 printed samples to an exclusive subscriber base, we increased our fan base within a period of 3 months reaching 135,000 fans within shortest period with Engagement rate peaks of 20%. The buzz led people to actually buy the product and make Fanta one of the preferred drinks of the Middle East again.

The cost per ad was very high with approximately EUR7 per ad. Broken down, that’s an amazing EUR0.0003 per fan.

And the media quickly picked up on the novelty of our ad – spreading through countless innovation blogs and social grapevines. Recently, the SXSW Festival for emerging technologies showcased this tasteable ad.

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