Giant sachets
Issue 22 | February 2012
Agency
DDB Brazil
Creative Team
Executive Creatve Director: Marco Versolato; Creative Directors: Guilherme Jahara, Wilson Mateos; Art Directors: Daniel Chagas Martins, Samyr Souen, Guilherme Jahara; Copywriter: Rodrigo Mendonça
Other Credits
Account Supervisors: Polika Teixeira, Andrei Croisfelt, Daniel Malavazzi, Adriana Barreto; Account Planners: Cynthia Horowicz, Camila Lima Media;
Date
November 2011
Background
Hot Pocket Sadia Extreme X-Burgers were much bigger than competitor products, with more meat and more sauce.
Idea
Being bigger in both size and in taste, obviously consumers would need more ketchup, mayo and mustard to eat with their X-Burgers. So, the creative treatment was to make huge mustard, mayonnaise and ketchup sachets and insert these in magazines and newspapers. One side of the sachet clearly marked the sauce inside, while the other was an ad for X-Burgers.
At the same time, commercials ran on TV and online supporting the idea of big in size and big on taste.
Results
Unknown.
Our Thoughts
Someone somewhere has written a rule-book about what makes an insert. It needs to be messily designed with a great deal of copy all set in 8-point. Ideally there will be at least three different faces used.
It’s the only way I can explain why so much unnoticeable and unnoticed stuff slides out of every magazine I buy.
If you were to think about it all, you would try to do something that caught the attention, which dramatised the benefit and which made you feel warmly towards the brand, wouldn’t you? Something like this, in fact.