Don't eat Takis Canada, you're not ready!|短视频|广告营销案例【ADGuider广告指南】

不要吃加拿大的 Takis，你还没准备好!

案例简介：不要吃加拿大的 Takis，你还没准备好! 蒙特利尔，2018年7月6日 -- 作为竞争激烈的零食类别中的一个新玩家，Takis 推出了第一个加拿大范围内的运动，发出了一个令人震惊的信息: “不要吃 TAKIS”。该品牌以年轻人为目标，正在利用反向心理学来打上自己的烙印。 “在每个人都在争夺消费者注意力的背景下，我们必须创造一个强大而有影响力的信息，即使人们的反应只是问，'到底什么是 Takis？ “Heather Crees 解释道，他是生产该品牌的加拿大面包的 SVP 营销人员。这是通过 “吃 TAKIS” 的信息，该品牌传达了每种味道的独特特征 -- 太辣 (Takis Fuego)，太脆 (Takis Xplosion), 它太激烈了 (Takis 愤怒汉堡)。 “我们在每个接触点向消费者传达的信息是，不要吃 Takis，不要在 Facebook 或 Instagram 上跟踪我们，也不要访问我们的网站。我们隐藏标志。我们封锁了产品。我们故意不遵守正常的规则。为什么？这里的人从未见过如此激烈的筹码，所以我们有责任警告他们! 创意广告副总裁安妮-克洛德 · 切尼尔和 Cossette 战略副总裁米歇尔-亚历克斯 · 莱萨尔说。此外，自该活动发起以来，Takis 已经将其 Instagram 页面切换到私人模式，试图阻止用户关注它。自然，它有相反的效果。在三个视频中，当 Takis 让那些没有注意到它的警告的消费者感到惊讶时，它的信息被带回家。请放心，在制作这些视频的过程中没有人受到伤害。所有的 “受害者” 脸上带着微笑走开了…… 还有一袋 Takis! 全国攻势正在几个平台上展开，从户外和公共交通系统中的海报，到在线组件和社交网络。Cosette 还创建了活动网站 donteattakis.ca。在未来几周，由于与来自加拿大各地的影响者的合作，新内容将发布在社交媒体上，如 Pyrobooby 、 bogizzlez 、 Ryan Swaze 和 Lysandre Nadeau。

不要吃加拿大的 Takis，你还没准备好!

案例简介：Don’t eat Takis Canada, you’re not ready! Montréal, July 6, 2018 – As a new player in a fiercely competitive snack category, Takis has launched its very first Canada-wide campaign with a shocking message: DON’T EAT TAKIS. The brand, which targets young adults, is using reverse psychology to make its mark. “In a context where everyone is vying for consumers’ attention, we had to create a message that was strong and impactful, even if people’s reaction was simply to ask, ‘What are Takis, anyway?”, explains Heather Crees, SVP Marketing at Canada Bread, which manufactures the brand. It’s through the message DON’T EAT TAKIS that the brand conveys each flavour’s unique characteristics—it’s too spicy (Takis Fuego), it’s too crunchy (Takis Xplosion), and it’s too intense (Takis Angry Burger). “The message we’re sending consumers at each point of contact is don’t eat Takis, don’t follow us on Facebook or Instagram, and don’t visit our website. We hide the logo. We block out the product. We purposely don’t play by the normal rules. Why? People here have never seen chips this intense, so it's our duty to warn them!” say Anne-Claude Chénier, Vice-President, Creative Advertising, and Michel-Alex Lessard, Vice-President, Strategy at Cossette. What’s more, since the campaign launched, Takis has switched its Instagram page to private mode in an attempt to discourage users from following it. Naturally, it had the opposite effect. In three videos, Takis drives home its message when it surprises consumers who fail to heed its warnings. Rest assured that no one was harmed during the making of these videos. All “victims” walked away with smiles on their faces… and a bag of Takis! The national offensive is being rolled out across several platforms, from out-of-home and posters in the public transit system, to an online component and social networks. Cossette also created the campaign website donteattakis.ca. In the coming weeks, new content will be posted on social media thanks to partnerships with influencers from across Canada, such as Pyrobooby, Bongizzlez, Ryan Swaze and Lysandre Nadeau.