DraftFcb

Archive - Jul 2011

July 11th

The ultimate nightcap

The ultimate nightcap

Cointreau have teamed up with the sensual Dita Von Teese to create a desirable addition to any boudoir - the Cointreau Cocktail Coffret. It´s a beautiful jewelry box,  designed by Dita Von Teese in which rests a bottle of Cointreau, two cocktail glasses and a pink shaker Cobbler.

Why it matters

The spirits sector is a category where differentiation is difficult. By relocating to the bedroom they take the conversation into a completely different part of the house where there is less direct competition. How can you translocate your brand to give it additional emotive values and to distance yourselves from your competitors?

Instant Gratification
Food & Drink
Spain

Park and ride

Park and ride

Fanta has created a social game on Facebook where individuals have to manage a Fanta theme park. The most successful players can win tickets to a real theme park in France. The operation is the first of its kind was tested in France and is set to be launched in other countries in the future.

Why it matters

Keeping in mind Fanta’s main target of teenagers this idea perfectly fits the brand’s DNA and values: fun and entertaining. Social gaming allows peoples competitive spirit to be pandered to. It’s a way to make simple incentive based marketing (win theme park tickets) more rewarding and involving. Are you creating enough of an experience around your product promotions?

France
Experience
Food & Drink

iPad a la carte

iPad a la carte

Guests of the AIDA cruise ship can now order individual meals with the on-board restaurant’s own iPads. Besides the possibility to create an individual multi-course meal from a virtual menu, the app allows personalisation of dishes and offers various additional information about, for example, the ingredients origin and how they are cooked.

Why it matters

Apart from bringing the meal to the table this app carries out the job of a waiter. With the depth of information that consumers are increasingly striving for. How can other food and drink brands educate their customers to make them the cuisine experts?

Connectivity
Experience
Germany
Food & Drink
  • home_top_nav_list
  • home_top_nav_list
  • home_top_nav_list
  • left_menu_category
  • most_viewed