Birell have always challenged an individual’s manhood through it's provocative advertising, the problem is that the brand is aging, the target loves the ads but not much the drink, main consumption is coming from 40+ age group and consumed for a functional reason.
The idea was to challenge their manhood through various challenges that requires them to consume the product and acquire the taste.
Describe how the promotion developed from concept to implementation
Man -up has always been Birell's shout to make men get over that taste. But this time a woman shouts at your face Man up.
There is nothing more challenging to an Egyptian man than having his masculinity questioned by a woman. Captain Reda represents the ‘woman’ with physical strength and power which is the perfect test for any man on the streets of Egypt. Online film & Radio invitations drove people to Birell's facebook page to know where Reda will be heading next.
Describe the success of the promotion with both client and consumer including some quantifiable results
Participated 16 ,000 , saw it 80,000
Sales volume in oriental cafes during activation increased by 20%
Appealing taste within young consumers (25 - 35) increased by 10.18% Q3 vs Q4 2012 (Brand Health Tracker)
Explain why the method of promotion was most relevant to the product or service
Oriental café represent 17% from total market volume , Oriental café is the second contributor channel for Birell volumes by 24%, plus it is where our primary target audience spends most of their time.