2015 Winners & Shortlists

The Brief

The iconic brand Rainbow Evaporated Milk launched in UAE in 1955. Rainbow’s journey has essentially coincided & mirrored the birth & extraordinary growth of UAE. UAE consumers, especially Emiratis have grown up with Rainbow, forming a very loyal core consumer segment. Today, Rainbow is the dominant market leader in its category, with very high brand awareness & loyalty. 2014, Rainbow launched a campaign ‘Serving you with Pride since 1955’. The campaign celebrates the rich heritage, unique to Rainbow. So, how can we bring this deep emotional connect with the brand to life? We can connect with core consumers amplifying the powerful patriotic emotion uniquely entrenched in Rainbow’s roots.

Describe how the promotion developed from concept to implementation

Objectives: •Celebrate the rich heritage of Rainbow with the Consumer/Shopper– serving you with pride since 60 years. •Build the ATL Pride campaign momentum and sell through of ‘special edition’ packs. Solution/Creativity Adopted: Execute a complete 360° “Serving you with Pride since 1955” campaign across UAE, targeting Emiratis by emphasizing the brand’s heritage & role in their lives. •Introduced limited edition 1955 vintage packs to Connect with Emirati Shopper. •Campaign started on UAE National Day- to sync with the patriotic mood of the country. •Complete path to purchase communication across 43 Coop outlets, from entrance to category. •Disruptive in-store displays of 3 Foot can, to dial up shoppers’ interest & recall. •In-store ambassadors, to tell shoppers the Rainbow story.

Describe the success of the promotion with both client and consumer including some quantifiable results

Outcome The campaign delivered overwhelming results on sales & key shopper & consumer parameters. During promotion period,  Sales: 450,000 themed promo packs sold!!  Shopper: 101,525 NEW Facebook Fans  Retailer: Buyers appreciated Rainbow’s effort in building the category by moving from Price to Pride.

Explain why the method of promotion was most relevant to the product or service

Rationale behind idea • Market campaign idea; ‘Serving you with Pride, since 1955’ provided an ideal creative route to strengthen Emiratis’ loyalty to the brand. • UAE National Day was the perfect occasion for high emotive cut-through of a communication about Rainbow’s heritage & linked with Emirati pride • Few global brands target Emirati’s in-store with a genuine message, providing a huge opportunity to break the clutter.