Each month Oliver Dietrich comments on, discusses and rates recent marketing campaigns and shares with us exactly what start-ups, new brands, old brands looking to rejuvenate and, for that matter, all brands utilising video content, can learn from them. Today he takes a closer look at unique communication in the soft drink industry.
Lemon & Paeroa - Best day ever
TV, online, social media, print, DOOH
Tough competition also has its advantages - if the others are being creative, you are pushed to be more creative.
Successful storytelling can also carry an unusual storyline, if it is told in a credible and entertaining way.
Innovative brands show this with both their product AND their campaigns.
The market for soft drinks is highly competitive. Always new suppliers, new innovations, new insights and a rapidly changing target group.
Keeping the growing and changing competition at a distance, winning and loyalising new target groups, strengthening your own position and always confidently setting the pace in a dynamic market segment.
Every day having to do your job, as strange as it sometimes seems, you feel somehow out of place, bored, you want to have more fun, do something different. We ask ourselves sometimes, how the others are doing, for example ... zombies. Nice twist, and now we arrive at the commercial. Refreshingly different. Like the refreshing drink made of lemon juice and mineral water, not for nothing labelled "World Famous in New Zealand". Everybody needs refreshment, especially in tiring everyday life, and that's exactly what the spot conveys. A very trendy and unusual story, humorous execution, brilliant music and a clear strategy – this is how it should be.
Hot or not:
Apocalypse or not, a good spot. It might not outlive the human race, but in the here and now it makes a solid point.