Microwave This Ad

In Brazil, Hot Pockets Shows Rather Than Tells

Published on .

Brand: Hot Pockets
Brand Owner: Sadia
Category: Food
Region: Brazil
Date: October 2007
Agency: DDB
Media Owner: Veja
Media Channels: Print

When Sadia wanted to promote its Hot Pockets, a quick and speedy meal ready after just 30 seconds in the microwave, media played a key role in demonstrating its convenience.

The brand teamed up with Veja magazine, a news title with a print run of more than 1.2 million, to create a special ad that used special thermo-chromic ink imported from the U.S. that ensured that the message would only appear when it was heated.
Hot Pockets Brazil

The ad used special thermo-chromic ink imported from the U.S. that would only appear when it was heated in the microwave for 30 seconds.

Consumers were instructed to cut the folder and stick the ad in the microwave for 30 seconds to see the message -- which initially appeared black. The activation of the colors was also reversible so that when the ad cooled down again it turned black once more allowing repeated enjoyment of the ad.

The ad, which took 50 days to develop, showed images of the latest microwaveable sandwich varieties the Hot Pocket Burger and the Hot Pocket Chicken.

The activity was part of a much wider campaign that also included traditional media helping to boost sales of the product by more than 150%.

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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.
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