“Unusual advertising for an unusual product” is what we could say about our campaign for the new Cola by Birell. But you always need to look more deeply.
When we first got our assignment for the new flavour from Birell, we had little idea what it might be. No one knew what it would be made from, how it would taste, or how it would look. All we knew was that it was going to be unique. Naturally, this aroused our curiosity, which turned out to be a very good start. This is precisely the effect the client was hoping their product would achieve, and they wanted to do the same with consumers.
Curiosity is something which has lain dormant inside us since the dawn of humanity. It moves us forward and pushes us to keep learning new things. If you think about it, the first human to milk a cow, to try an oyster, or to stick their hand in a beehive must have been incredibly curious. And it was worth it.
So, we decided that our advertising should also build on this natural human quality and we waited to see what would come out of us. It was important to avoid the average, to emphasise the drink’s natural origin and make people want to experiment. It was a fun process combining, at the end, a colourful rooster, twins with an unusual question and a great song, Funkytown, that completed the funny and absurd atmosphere of the story.
You can see the rest in our video, which was the basis of our launch campaign for Cola by Birell.