LITTLE LABELS OF BIG CONSEQUENCES
Brand | GLOBAL EXPORT CO. |
Product/Service | AMERICAN GARDEN HABANERO SAUCE |
Entrant | Y&R DUBAI, UNITED ARAB EMIRATES |
Category | Use of merchandising/in-store marketing |
Entrant Company
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Y&R DUBAI, UNITED ARAB EMIRATES
|
Advertising Agency
|
Y&R DUBAI, UNITED ARAB EMIRATES
|
The Brief
American Garden has a wide range of condiments and wanted to promote their new Habanero
hot sauce to supermarket consumers in the UAE. The hot sauce category is dominated by big, established brands like Tabasco who also have a habanero variant. We needed an impactful way to stand out on the supermarket shelf and get
people to try our new sauce.
Describe how the promotion developed from concept to implementation
Habanero chili peppers are known to be one of the hottest, and only a tiny drop of Habanero
sauce can spice up any dish. In short, 'a little thing can cause a huge impact'. So, we launched a
series of limited edition packaging. The packaging was bottle labels that unrolled into a long strip
and told stories of minor events, blunders and mistakes that ended up having huge
consequences on the world.
There were 10 stories illustrated by different artists, making each bottle label distinctive &
striking, and enabling the entire collection to stand out on a busy supermarket shelf.
Describe the success of the promotion with both client and consumer including some quantifiable results
In supermarkets, 1,200 units of the limited edition bottles were sold. People actually spent time in an aisle they normally wizz through and opened the labels to read the stories. Staying true to our campaign line that 'a little thing can have a huge impact', the limited edition bottles flew off the shelves, and a simple but effective idea created a huge impact on sales.
Explain why the method of promotion was most relevant to the product or service
There were 10 stories illustrated by different artists, making each bottle label distinctive & striking,
and enabling the entire collection to stand out on a busy supermarket shelf. In a sea of red hot
sauce bottles, our Habanero Sauce really stood out on shelf.
Credits
Shahir Zag |
Y&R Dubai |
Chief Creative Officer |
Shahir Zag |
Y&R Dubai |
Creative Director |
Kalpesh Patankar |
Y&R Dubai |
Executive Creative Director/Creative Director |
Ash Chagla |
Y&R Dubai |
Executive Creative Director/Creative Director |
Shahir Zag/Ash Chagla/Guillaume Calmelet |
Y&R Dubai |
Copywriter |
Kalpesh Patankar/Kapil Bhimekar |
Y&R Dubai |
Art Director |
Shahir Zag/Kalpesh Patankar/Kapil Bhimekar |
Y&R Dubai |
Designer |
Sachin Soni/Stefano Marra/Veronica De Fazio/Sergey Maidukov/Kuba Kolodziejak |
|
Illustrator |
Shaik Shibli |
Y&R Dubai |
Group Account Director |
Binnu Cherian |
Y&R Dubai |
Production Manager |
Alyshia Fazal |
Global Export Co. |
Marketing Manager |