Food & Drink (147)
Get a hangover here
“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.
Why it matters
Consumer opinion is getting more attention and these kind of sites are becoming useful repertoires. But will they use it in the correct way or will it be full of false reports done by competitor bars to be better positioned?
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Why it matters
Nowadays QR codes are widely used and have become a typical marketing tool. But beyond the promotional purposes, this idea actually has a sustainable core. It adds a new function to something basic like food and thereby fits into the spirit of our time. What other inventions are imaginable for brands? Edible envelopes? Or chewing gum, which enables contactless payment?
Highlight your brand and your competitors
The energy zone is a Red Bull visibility tool, highlighting the energy drink shelves in store. It aims to increase the visibility of the energy drink category in store by framing Red Bull amongst other energy drink brands. The display has been placed in 3 cities in the South of France and raised the sales of the category by 30 - 40%. The brand plans to roll out the display in 200 other supermarkets in France.
Why it matters
Highlighting the category may also benefit Red Bull’s direct competitors. Red Bull has made the choice to let all energy drinks gain exposure against other drinks categories. Do you think highlighting your category instead of your brand is the best way to increase (proportionally) the sales of your brand?
