Brand Experience and Activation > Product/Service
THE TYRANT HABANERO'S
HAKUHODO, Tokyo / TOHATO / 2006
Awards:
Overview
Credits
Overview
ClientBriefOrObjective
Targeting Japanese teenagers who tend to like spicy food, the ad campaign was aiming at the re-launching of the product "Tyrant Habanero", a snack made of the spiciest chili in the world.
Execution
"The Tyrant is cruel”: with this line as a basis, the Ad concept consists in the organisation of a sadistic lottery campaign, through which one customer is selected, not to be the winner, but as the sole loser of the whole game.The unlucky customer then receives a can containing some awful promotional gifts. The ad posters were set in the young people main venue.
Outcome
80% of the young audience who saw the ad posters acclaimed it as "a really cruel campaign”.The purchase intention rate reached up to 90% of the audience.
Tyrant Habanero managed to keep its position as brand number one in the category of super spicy snacks.
Relevancy
The young audience tends to be fed up with the traditional promotion gift campaigns overflowing the market.This campaign, with its central catch-phrase "You could be the sole loser!", made the product famous, and strengthened the brand image at the same time, proving its accuracy. Moreover, it was budget-wise and inexpensive.
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