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?
“Garrafón” is the Spanish word used to describe bad quality alcohol. It’s also one of the most used words on social media networks on weekend mornings, a time where a lot of people complain about the quality of their drinks from the night before.
A consumer tired of suffering from bad hangovers created a collaborative website called the “Guía Garrafón”. It aims to report bars that serve bad alcohol but also recognises bars where consumers can find good quality alcohol.
Within a week of the site’s launch, it garnered thousands of consumer reports and more than 11,000 fans on Facebook.
The Portuguese delicatessen brand Nobre has launched a new Christmas Facebook campaign aiming at bringing an emigrant back to Portugal for the holidays. Participants are required to write the story of a relative or friend who has emigrated and the best one will be offered a plane ticket to come home for Christmas.
Australia's ice cream brand Bulla Creamy Classics has gone a step further by having teams of reporters in London and New York looking for competitors, as well as a booth in London's Victoria station for Australians to record a message explaining why they should win the prize.