Passionfruit Piques - Volume #29

Welcome back to Passionfruit Piques!

So, what's piqued our interest this week?

Pique #1 - Guinness split the G:

The phrase ‘split the G’ has all but dominated the British pub lexicon in the last year or so and Guinness have been really smart in leveraging its power within their strategy (despite the fact that this trend was born organically from their consumer).

There are two key brand benefits to the newly-adopted tagline. Firstly, gamifying any product makes it more likely for consumers to want to purchase it - you see this on social media all the time. So, gamifying every pint you buy gives it that ‘delight’ factor whenever you’re in your local pub. Secondly, and more practically, splitting the G means you inevitably drink your pint faster, meaning it’s more likely for you to drink more across the duration of your stay in the pub. An ingenious way of getting your consumer to unconsciously buy more of your product.

Anyway, ahead of Paddy’s day, Guinness have released a bunch of OOH celebrating this newfound tradition in a creative way. They have literally split the G on billboards.

It’s simple, it’s fun, it’s expertly art-directed, and it makes you want a Guinness. Bravo.

Pique #2 - Dove disappears:

A lovely piece of packaging innovation for you this week.

Dove have launched a smart, new packaging to spread awareness of how certain temperatures can cause serious skin damage.

How? Well, if the temperature rises above 41º, the Dove brand and labelling simply disappears off the special-edition bottle.

This means there’s a real-life, visual warning to any consumer to help them understand that it’s too hot.

It might be a bit of a gimmick but it’s a creative way of spreading a very important message - a really interesting, tactical campaign from a brand that’s never afraid to push the bounaries.

Pique #3 - Corona bathe us in sunshine:

Corona have shown the power of surprise and delight with their Peruvian audience, all while staying true to their overarching creative strategy.

In a serene stunt, they took over all the billboards on Javier Prado avenue in Lima and simply live-streamed the beautiful sunset on all of them for commuters to enjoy during rush hour.

While being a lovely visual to enjoy, this also tightly aligns with their creative direction of encouraging consumers to disconnect from their routine and embrace nature.

This just shows the importance of working with top-tier strategists and creatives when concepting a brand platform. You want to ensure you have an overarching ‘big idea’ that can continuously be a creative springboard for cross-channel executions that all feel part of the same ongoing strategy.

That's it from us, have a brilliant week.

Josh