At Superdream, one of the reasons creative exists is to help solve business problems. But what do you do when the problem is that, well, there is no problem?
Award-winning Gran Stead’s Ginger Co. makes premium ginger ale to a recipe that dates back to the 19th century. But they have a thoroughly modern challenge – how to make their Extra Fiery variant the drink of choice whenever friends gather, be it at BBQs or festivals.
And the problem was this. There was no problem. Not as far as the target audience was concerned. They were perfectly happy with Coke, Pepsi and lemonades, and were unaware of the exciting experience Gran Stead’s Extra Fiery had to offer – or its refreshingly low sugar content.
So we had to disrupt. We created press ads and in-store comms with a strong visual that presented Gran Stead’s Fiery Ginger as a challenging taste and a refreshing alternative to conventional drinks at a time when sugar is a major concern for this target audience.
Photographer Matt Bird had the difficult task of pairing the macro image of a match head with the much larger scale shot of a fully grown adult and the results were fantastic.
A simple campaign that fits our DREAM criteria well:
– Difficult to ignore.
– Resonates with the targets concerns, based on insight, about sugar intake.
– Educates people of the low sugar content and the fiery experience of the drink.
– Aids recall by using very striking imagery in press and then at point of sale.
– Motivates trial of the product by presenting the drink as a stimulating challenge and offering free samples in store where people’s reactions to the taste were highly visible to say the least.
When you try it you’ll see why.
You can learn more about our DREAM criteria (link: https://www.superdream.co.uk/a-helpful-tool-for-judging-your-agencys-creative-work/ text: here).
(image: https://www.superdream.co.uk/wp-content/uploads/2015/07/Street-Billboard-PSD-MockUp-987×1024.jpg alt: Street Billboard PSD MockUp)
(image: https://www.superdream.co.uk/wp-content/uploads/2015/07/MAGAZINE-PSD-MOCKUP-1024×1022.jpg alt: MAGAZINE PSD MOCKUP)