Food & Drink (183)
Supercharging the like Button
The Portuguese beer brand Super Bock launched a new Facebook advertising campaign aiming to convince Mark Zuckerberg to change the “like” button to “Good”, “Great” or “Super” buttons. In a clever but perhaps risky strategy, the brand made a video ad with typography and animations typical of online social services and app ads. It only reveals itself as a sponsor of this initiative at the very end of the video with a discreet logo.
Why it matters
If brands could customise the like button, there would be an endless amount of adjectives storming the platform. This would be rather chaotic and Facebook would probably not let it happen. Nevertheless, what is interesting with this campaign is the fact that the focus has been put on the button movement rather than the brand, thus almost creating the sense of a spontaneous viral initiative, making it more likeable and less “corporate”. How can other industries create branded viral activity that feels legitimate in their quest to garner mass support and bring change – even if it’s just for the ‘like’ button?
Campina has set up a tool on its website giving customers the chance to find out the story behind the milk. By entering their barcode they can discover where the milk comes from, how it is made and even meet the farmer and his wife.
The kumato was launched by M&S last month to coincide with National Tomato Week. Unlike other tomatoes, the kumato can be eaten at all stages of the ripening process and offers a different flavour depending on when in the season you choose to eat it.