If you can't pay your bill after a meal then someone has to wash the dishes, right? Scotch-Brite was determined to connect with a younger audience in Brazil. To do this when diners came to pay their bill in a selection of fashionable city-centre restaurants they were presented with a Scotch-Brite sponge with a tag that stated that they could have their meal for free if they did some washing up. Those who took up the offer were taken to the restaurant kitchens and set to work. We think this campaign is great. Diners walked away with a free meal after a fun, memorable experience linked directly to the brand.
Now here's a clever idea. Hellman's was keen to make consumers realise that mayonnaise can be used in cooking and not just for sandwiches. So the brand teamed up with a large supermarket in Brazil and installed specially developed software into the tills. When a customer bought a jar of Hellman's Mayonnaise the software analysed the other items purchased and created a recipe that used mayonnaise and the other items bought. It was a highly targeted campaign, which delivered its key message directly into the consumers pocket and saw sales of Hellmann's increase by whopping 44%.
The most recent experiential stunt from Sprite Brazil's long-running "Refresh Your Ideas" campaign is a powerful shower on the beach in Rio de Janeiro that looks like a drinks dispenser. This is such a simple idea and is bound to get people thinking about how refreshing it would be to have some Sprite after a sweltering day on the beach!
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