Splat! Tramontina’s food shoot-out hits the mark
The very best experiential campaigns don’t just showcase a brand’s marketing messages or latest product innovations.
They also demonstrate what a brand or product can actually do. What it’s capable of. And crucially, the tangible value that it can bring to users’ lives.
A recent campaign that caught our attention for all the right reasons comes from Brazilian cookware, cutlery and home appliances company Tramontina.
Tramontina’s ‘The Unstickable Poster’ is an unexpected and memorable route to show exactly what sets the brand’s pans apart from the competition, in a way that’s sure to stick in viewers’ minds.
Tramontina printed up a series of posters of its pans, that were all then coated in Starflon non-stick product, the same substance that’s used on the brand’s actual pans.
These posters were then placed in a shooting range. Yes, you can see where things are heading.
To prove just how unstickable its pans really are, Tramontina invited a group of online influencers, customers, and even Olympic shooting medalist Felipe Wu himself to shoot at the posters with toy guns. The quirky twist? Each bullet was filled with food renowned for its stickiness, including tomatoes, pesto, eggs and mustard.
The results were certainly impressive – not one ingredient stuck to the pan area of the poster. But more importantly, Tramontina’s approach accomplished something far more impressive: bringing to life a very mundane subject area in a way that’s engaging and got people talking.
Simple yet effective, Tramontina’s bold approach successfully illustrated its pans’ key selling point to both new and existing fans, bolstering its reputation amongst consumers in the process.
In fact, it reminds us of another recent campaign from stain removal brand Nature’s Miracle. Again, not a subject that typically excites and delights, the brand’s clever use of experiential marketing was a big hit with fans who were delighted by the ‘Pee in the Park’ stunt.
With nearly 30 years of marketing experience, both client and agency side, I’ve acquired a rare perspective on brands and business: I believe you have to challenge things creatively if you want to grow sales. Consumer technology is reshaping our world, and it’s only the great brands that stay on the crest.