DraftFcb

Archive - Mar 2011

March 9th

Beer that's different in every sense

Beer that's different in every sense
Heineken has launched the first can of beer with texture. The new can stars in a marketing campaign with the slogan “Heineken Touch”. Different in every sense. From now on consumers will experience a new texture each time they drink a beer. The new packaging has a lacquered finish that highlights the surface.
Why it matters

Food and drink brands are looking at every aspect of their consumption experience to enhance and differentiate. Can consumers taste, see, smell, hear and feel the uniqueness of you brand?

Experience
Food & Drink
Spain

McDonald's for the end of self-service

McDonald's for the end of self-service

McDonald’s is actually testing waited table service in 50 of its French restaurants. If the trial is convincing, this service may become a nationwide practice by 2012. It will be available in Mc Cafés and for customers using the order terminals in restaurants. The aim is to avoid queues and to adapt to French gastronomic habits.

Why it matters

McDonald’s is making a shift in the fast-food model by improving its service and at the same time adapting more to local culture. Are we witnessing the paradoxical birth of the ‘French fast-food concept’?

France
Significance
Food & Drink

Maximising fan value

Maximising fan value

While social media provides a real opportunity for brands to engage with their fans, keeping track of the current state of a social media campaign is still a relatively vague affair. Fangager is a “brand engagement” service that identifies and rewards a brand’s most avid fans.

Why it matters

With the devaluation of the like button, what really matters is not how many fans a brand has but rather which of its fans are most engaged. How do we move from mere size of fanbase measurement to more significant understanding of your brand advocates?
 

Israel
Business Services
Connectivity
Enhancement
  • home_top_nav_list
  • home_top_nav_list
  • home_top_nav_list
  • left_menu_category
  • most_viewed