2011 Winners & Shortlists

Results and Effectiveness

The results were highly impressive. The co-branding of nuts and cola generated high awareness and recognition amongst our target audience and beyond. Many bloggers wrote about the campaign where the power of consumer-generated word-of-mouth was taken to a much higher level.

Creative Execution

We spread our communication through 2 outdoor panels in 5 public places with high visibility. A billboard was added next to the Castania visual whereby a young man was shown holding a Pepsi can and reaching for the peanuts. Although any other brand would stretch out to them, Pepsi and Castania worked perfectly well together as one.

Insights, Strategy and the Idea

Castania is a Lebanese roasting company leading the market with a wide range of products. For Christmas, the brand launched a print campaign putting forth a snowman craving for what he cannot have: the peanuts. The ad stood out from the other Christmas ads, as the idea was fresh and original. Our objective was to revisit the idea so as to maximize visibility, strengthen the brand’s image and highlight the products’ irresistibility amongst our target audience: individuals belonging to different social classes and who enjoy crunching on the peanuts while having a complementary drink. We based our communication on the following insight: Castania and Pepsi complement each other as the two are often consumed together.