Watch the video about how we renewed the Säästöpankki brand
Background
The energy drinks are a growing and a profitable beverage segment. The userbase is heavily skewed on young males, even though the consumers need to fight fatigue is very wide and common.
The consumers’ reasons not to drink energy drinks are unambiguous: The taste is bad and/or they are suspiciously artificial.
At this market situation PepsiCo International wanted to offer an alternative option to the current aggressive and male oriented energy drink market in order to introduce new users to the category.
Objectives
Our mission was to create an energy drink concept suitable for Nordic consumers for SoBe Pure Rush –brand.
Our energy drink delivering on the current health and wellness trends was already a success in the taste tests. The taste was much better than its competitors.
The brand needed to be clearly distinct from the synthetic, dark energy drinks offered by the competitors. The idea was to bring value both to the consumer as well as to the trade through enlarging the category.
We narrowed the target group as 20-35 year old urban and socially active people. Pure Rush was first to be introduced to the Norwegian market.
Solution
A sexy modern concept was born around the best tasting energy drink in the market, oozing the joyous message of naturalness by stating ’Release your natural energy’. The brand’s position was to do things the natural way – brightly, colourfully and fashionably.
The great taste and the natural energy were the key elements when designing and executing the key visual, packaging and the launch campaign ranging from tastings to advertising for Pure Rush.
The utilisation of the supply chain was given a big role, because the power of the dark energy had to be beaten also on the retail level. The conseptualized tastings and the supply chain campaigning were linked together. Thus we made sure that the novelty product reached the target groups taste buds near the decision making point.
Results
During spring 2009, the launch that started from Norway exceeded all the client’s wildest dreams. During the launch campaign, the market shares in the convenience channel increased as much as 52% and even in retail were up to 30%.
But the greatest achievement of all was the overall growth in the energy drink category by a dazzling 93% increase in the year-to-date sales.
The launch achieved perfectly its goals, Pure Rush managed to get new users to the energy category. Additionally the consumers purchase frequency started to grow in a more natural way.
After Norway, the Pure Rush brand has been launched in the Nordic countries and in Greece. The concept we created was also launched in Russia under the Ad Life brand.
Objectives
Our task was to take Pepsi Max where its main target group spends its time – on social media and networking sites on the web. Another goal was to get more visitors to pepsi.fi.
Solution
As the traditional process of creating marketing communications does not meet the demands of contemporary marketing, i.e. the need to react in real-time and to have permanent presence in social media sites.
So we created a process that enables communication with consumers all-over the web and we can take part in conversations wherever they take place. We broke free from the traditional model of online marketing and set our playground to be the entire web.
We take part in conversations with the target group about the things that interest them and have a visible presence at the sites where they spend their time. The user Pepsi Max Suomi (pepsimaxsuomi) produces daily brand-related content that is relevant to the target group, without overemphasizing the brand too much, as the target group would not appreciate it.
We created a ground-braking, cost-efficient model, where we made possible for Pepsi Max to be present at numerous social media sites and aggregated the content created at several locations to a stream of content that updates many times per day.
Through continuous measurement we know what the target group is interested in and can help them in the transformation from passive receivers of advertising to active, conversational brand fans.
Background
Karjala-beer has been a sponsor of the Finnish Ice Hockey team for years and they wanted to get more out of the deal during the Ice Hockey World Championships in Canada. The client wanted to strengthen Karjala’s urban image by reaching the target group – Finnish men – at some other time than during World Cup matches in the evenings.
Target Group and Objectives
Karjala wanted to tackle their competitors during the World Championship. They wanted to utilize their small media budget efficiently and create concrete sales by some other means than by lowering the price. The goal was to keep their market share at the same level as the year before.
Creative
We decided to take over the daytime instead of the evenings when the matches were broadcast on TV. The chosen media were the web and radio. We were aware that the target group is not interested in traditional advertising, but we needed strong branded content.
We created a story of a Finnish guy, who made a bet that he can get into the World Championship final without spending a dime of his own money. We planned the story together with Radio Rock, who were interested in a new way to create Ice Hockey -related content that people would talk about.
So came into life the memorable story of Pete in Canada.
Story
Pete started his quest by collecting money for the travel by putting collection buckets into bars around Helsinki. To support Pete, we created a Facebook group, where Pete (his real name) invited his real friends. The popularity of the groups gave the story credibility. The hosts of Radio Rock’s morning show happened to notice the buckets and decided to help him raise the money. They got a sponsor – Karjala – and thus the brand was introduced to the story in a natural way.
Karjala sponsored Pete with plane tickets to Canada, but there he had to manage by himself. As a counterpart Pete had to document his journey in his blog with daily video reports.
We used banner advertising and Radio Rock to drive consumers to the blog. During his journey, Pete came across a multitude of setbacks, Finnish Ice Hockey players, Russian organized black market ticket traders and fans.
After Pete was featured on the front page of a local Canadian newspaper, he became a small-time celebrity among the World Championship crowd and a marked man for the organizers, which made his job so much harder. Nevertheless Pete got into the Final and the campaign reached its goals easily.
Results
Pete’s log was visited by over 100 000 times during the two and a half weeks and his quirky video reports which often featured the brand were watched through YouTube for 125 000 times. The blog had very lively commenting by consumers and on top of all we got free publicity in a dozen Finnish media and in a few Canadian media covered the story too.
The combination of radio and banner advertising worked exceptionally well and click rates were phenomenal. The campaign was on air for more than 300 minutes, but the best thing was that the Karjala beer cans were sold over a million pieces during April and May. The sales were up 46% with a budget of 20% less than the year before.
The results assured also the Effie Finland jury, which awarded the campaign a silver Effie in web-based campaigns.
Campaign elements
- Peten Blogi
- Pete Finaaliin facebook-ryhmä – kampanjan aikana yli 550 jäsentä
- Peten kisaraportit YouTubessa