Title | RIPE CHECK |
Brand | REWE |
Product/Service | STICKERS ON PRODUCT |
Category |
B02. Promotional Item Design |
Entrant
|
THJNK Hamburg, GERMANY
|
Idea Creation
|
THJNK Hamburg, GERMANY
|
Credits
Armin Jochum |
thjnk AG |
CCO |
Mieke Haase, Michael Ohanian |
loved gmbh |
Managing Director |
Karl Wolfgang Epple |
thjnk AG |
Creative Director |
Marie-Therese Humer |
loved gmbh |
Art Direction |
Patrick Hammer, Anna Moesta |
thjnk Hamburg GmbH |
Account Manager |
Christian Schemath, Hilko Wiegmann |
thjnk AG |
Final Artwork |
The Campaign
The REWE organic avocado is a Hass avocado. This very popular type of avocado is recognizable by its dark skin which becomes even darker with increasing ripeness. It tastes best when the skin is really black. But not too black either.
Creative Execution
To show the customers when the avocados have the ideal ripening color, we used the simplest advertising medium in the world in an innovative way: a sticker. As soon as the avocado reaches the color of the sticker, it is ready to eat.
Indication of how successful the outcome was in the market
The waiting, the squeezing, the smelling, the disappointments come to an end. Thanks to a sticker. REWE customers can now already see how ripe the avocados are in the supermarket. Plus, the sticker is also helpful at home, as avocados keep on riping. This way, the label does not only help to determine the ideal eating time, but also displays when the point of ripeness is exceeded and the avocado is spoilt.
To show the customers when the avocados have the ideal ripening color, we used the simplest advertising medium in the world in an innovative way: a sticker. As soon as the avocado reaches the color of the sticker, it is ready to eat.