Chile Beer Adds to Clutter and Breaks Through

Forbidden From Using TV, Mediaedge:cia Blankets Billboards

Published on .

Brand: Becker
Brand Owner: Cervezas Becker
Category: Drinks (alcoholic)
Region: Chile
Date: October 2004 to December 2004
Media Agency: Mediaedge:cia
Other Agency: Prolam Young & Rubicam

It's a given that advertising effectiveness is threatened by clutter. So it is heartening to see a campaign that not only adds to the sheer volume of advertising but does so in such a way that actually subverts a particularly crowded environment.

In October 2004, Cervezas Becker in Chile launched a new bottle with a screw top and wanted to build awareness of the new packaging in order to drive sales. Restrictions on alcohol advertising prevented the use of TV -- other than in prime time and after midnight -- so outdoor was selected as the ideal route to market, particularly to hit the commuter traffic.

The challenge was that with municipal elections coming up on Oct. 31, the medium was also suffering from heavy noise. So the media solution cleverly connected with the political theme.
The agency negotiated appropriate placement next to the political billboards and also employed similar formats. The creative humorously played on public disenchantment with all things electoral and the impact of the campaign was as refreshing as a cool glass of Becker.

Sales of the new bottles of Becker increased 24% compared with the same month the year before. This case is smart because of its timely intervention, spot-on strategy and clever connection between the media and creative. It's proof that actually adding to clutter can, in the right circumstances, be an effective creative media strategy.

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Cream is a U.K.-based magazine owned by C Squared Communications aimed at highlighting the best in creative media worldwide. All media ideas are part of C Squared's Creative Media Database. www.csquared.cc
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