Winners & Shortlists

CERES SOFT ALE

TitleCERES SOFT ALE
BrandROYALUNIBREW
Product/ServiceCERES BEER
Category F04. INNOVATIVE USE OF SOCIAL OR COMMUNITY
Entrant Company BCUBE Milan, ITALY
Advertising Agency BCUBE Milan, ITALY
Credits
Name Company Position
Sergio Spaccavento Bcube Executive Creative Director
Andrea Stanich Bcube Client Creative Director
Silvia Savoia Bcube Copywriter E Content Manager
Alessandro Sciarpelletti Bcube Art Director E Digital Strategist
Federica Nanni Bcube Digital Strategist
Martino Caliendo Bcube Art Director Junior
Marta Garavaglia Bcube Account Director
Giorgia Benetti Bcube Account Executive
Andrea Castiglioni Arc Project Manager
Maria Luisa Crisponi Bcube Agency Producer

Creative Execution

THE IDEA: We launch a new beer, the Soft Ale. It’s light, pink, kitschy and made with raspberry and ginger: just the opposite of what people love in a Ceres. Fans immediately rise up struggling for their beloved beer, and for ten days we keep on provoking them. Then we reveal that the Soft Ale is just an April’s fool. And we thank fans for their devotion and loyalty.

RESULTS: The campaign gave an outstanding boost to social interactions and to digital pr. The reputation of Ceres as a provocative, challenging and iconoclastic brand was extraordinarily empowered. Conversations had a great momentum, fans’ pride and closeness increased, and we engaged our community like no other brand did before in Italy. FIGURES: Campaign duration: 10 days FB interactions: 250.000 Comments on fb fanpage: 5.000 Tweets: 20.000 Single users on the website: 40.000 Total reach: 13.000.000

THE CHALLENGE: Ceres is a beer for tough people. It’s strong, bold, and it’s a true icon of rebellion with more than 600.000 proud and loyal fans on Facebook. While many brands create new products to satisfy a wider audience, Ceres wants to reaffirm its unique identity and to strenghten its audience’s pride.