The cheers to green ideas campaign was a crowd-sourcing competition launched by the Carlsberg Group in partnership with the Copenhagen-based think tank Sustainia in September 2015. It invited consumers to get engaged and tell us how to make Carlsberg beer more sustainable. The ideas could relate to any aspect of beer production, from raw materials and the brewing process to transport and packaging. They also needed to inspire positive change in consumer behaviour to help drive a more sustainable future. 162 ideas in 33 countries were submitted. The winners were selected from six finalists, chosen by a jury including representatives from different departments of the Carlsberg Group.
The Heineken experience launched a bold new initiative from Amsterdam’s most visited tourist attraction. In a world first, the real-life experiment invites tourists on an interactive journey led by the world’s first ever GPS-enabled bottle, serving as a guide through the streets of Amsterdam. Playing on the insight that many visitors to the city often get lost the one-of-a kind bottle has a built-in compass mechanism that can be programmed to show the specific direction required to the person holding it. Once the destination has been received by the bottle’s GPS, it starts to vibrate, the cap lights up red, and it turns to point out the route that users should travel in.
In June 2015 Propercorn launched Project Pattern which is an exploration into the visual power of communication. The largest out of home campaign of any UK popcorn brand to date they set themselves the challenge of doing something different, say everything about Propercorn without falling back on cheesy health and taste slogans. Visual information reportedly gets to the brain 60,000 times faster than text and 90% of the information we retain is visual. With this in mind, Propercorn worked to add a splash of colour and the popcorn pattern to everything from buildings and pavements, to shabby phone boxes and Routemaster buses up and down the country.
Glorious started the #GloriousAdventures which is a nine month journey to engage with their consumers of Glorious soups through an integrated marketing campaign. PR, blogger outreach, SEO, web design and social media were channelled to promote the culture of adventure through food. Through a series of events and competitions, the #GloriousAdventures PR and blogger outreach programme generated content detailing global #GloriousAdventures while endorsing the brand, reaching 31 million people.
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