2012 Results

CAT 03 - Drinks (PRE)

BRONZE

BAR Lisbon (PORTUGAL)

Blue Soft Drink, "Blue" Campaign
"Orange", "Lemon" & "Mango"
03-04162-PRE
 

Agency (city): BAR Lisbon

Creative Director(s): Diogo Anahory / José Bomtempo

Copywriter(s): Diogo Anahory

Art Director(s): Eduardo Tavares

Photographer(s): Masayuki Kondo

Production: Heitor Estúdio

Short explanation

Campaign Target: All Angolans who drink soft drinks and are concerned about their health.

Communication Objectives:Present the Blue soft drink as the healthiest soft drink made and sold in Angola.

Creative Reasoning:Blue is an iconic brand in Angolan advertising. Its fruit content is what makes it a healthy drink. That’s why we decided to use fruits to recreate typical African masks and, as such, strengthen not only the drink’s healthy aspect but also its Angolan identity.

Campaign Results:Blue sales increase by 7% and its public recognition rose 12%

Description

Blue is an iconic brand in Angolan advertising. Its fruit content is what makes it a healthy drink. That’s why we decided to use fruits to recreate typical African masks and, as such, strengthen not only the drink’s healthy aspect but also its Angolan identity.