MULTITASTE, ENJOY DIVERSITY
| Title | MULTITASTE, ENJOY DIVERSITY |
| Brand | RAUCH |
| Product/Service | HAPPY DAY |
| Category |
E02. Drinks |
|
Entrant
|
KOLLE REBBE Hamburg, GERMANY
|
|
Idea Creation
|
KOLLE REBBE Hamburg, GERMANY
|
|
PR
|
ON TIME PR Berlin, GERMANY
|
|
Production
|
PX2@ MEDIEN Hamburg, GERMANY
|
|
Additional Company
|
BITS-TO-DOTS Langenfeld, GERMANY
|
|
Additional Company 2
|
THE SOUNDSHACK GMBH Hamburg, GERMANY
|
Credits
| Stefan Wübbe |
Kolle Rebbe GmbH |
Chief Creative Officer |
| Rolf Leger |
Kolle Rebbe GmbH |
Executive Creative Director |
| Tobias Fritschen |
Kolle Rebbe GmbH |
Creative Director |
| André Martens |
Kolle Rebbe GmbH |
Account Manager |
| Janne Ullrich |
Kolle Rebbe GmbH |
Art Director |
| Jacky Hanneforth |
Kolle Rebbe GmbH |
Copywriter |
| Wilhelm Eckert |
Kolle Rebbe GmbH |
Graphic Designer |
| Ricarda Brieden |
Kolle Rebbe GmbH |
Agency Producer |
| Alexander Hildenberg |
Kolle Rebbe GmbH |
Agency Producer |
| Martin Lühe |
Kolle Rebbe GmbH |
Production Manager |
| Wibke Damm |
Kolle Rebbe GmbH |
Final Artwork |
| Ralf Seelig |
Kolle Rebbe GmbH |
Final Artwork |
The Campaign
RAUCH is the first drinks company to produce a 0.5 litre multi-drink carton, enabling one to sample and literally drink in six different HAPPY DAY varieties. The drink carton is ideal as a hand-out to take away. Whether in supermarkets, on the street or at event promotions.
Creative Execution
MULTITASTE is a drink carton, inside which there are six food-safe juice chambers made of a double-welded composite sheet. Each chamber is filled with a different type of juice. Using an acrylic straw, you puncture the chambers one by one and sample the pink grapefruit, mango, banana, apricot, coconut-pineapple and strawberry varieties. The design of the carton looks like a stripy colour code, depicting the diversity of HAPPY DAY juices.
Indication of how successful the outcome was in the market
MULTITASTE was distributed at promotions (Germany and Austria) in front of supermarkets, on shopping streets and at sporting and cultural events sponsored by RAUCH. The unusual and playfully designed teaser carton made people immediately curious, with everyone discovering at least one new favourite flavour. The design of this innovative teaser carton was loved by everyone. As to the contents, everyone had their own taste: mango and coconut-pineapple were the most popular juices with banana the favourite for children. Somewhat less popular for them: pink grapefruit. Although this variety was very well received by older people. Everyone to their own taste. Just like HAPPY DAY juices by RAUCH. "Enjoy Diversity".
MULTITASTE persuades juice lovers to try out new varieties and be won over by the whole range. The form and application of the multi-drink carton makes people curious about the diverse world of fruit juices with a simple and fun-filled experience.