Campaigns

Perk exhibits’Rip n Share’ delight on OOH

Wallstreet, a division of Kinetic India, rolls out the innovative campaign

Published

June 3, 2014

Having come out with an innovative’Perk’ offering targeting the youth consumers, Mondelez India Foods Ltd launched an innovative OOH campaign to drive its brand message –‘Rip It Share It’.’The Superfast Opening Pack’ is seemingly designed to encourage young consumers to rip the pack and share with fellow consumers.

Notably, the company has principally opted for the OOH medium to take this new proposition to consumers in Mumbai. Wallstreet, a division of Kinetic India, handled the OOH duties for this innovative campaign.

Commenting on the brand’s OOH communication strategy for the campaign, Manjari Upadhye, Vice President, Chocolates, Mondelez India Foods Ltd, said, “The idea was to get quick reach, announcing the new pack, without a TV campaign. We chose to leverage the announcement using outdoor in specific large towns. Our focus was on getting sites that can help target the youth and offer high visibility.

Talking about the campaign execution, Amit Sarkar, COO, Kinetic India, said, “Cadbury Perk wanted to create an awareness of how the new packaging technology would enable the consumer to’Rip It, Share It’ and highlight the’Super Fast Opening Pack’ technology. We created an innovation to reflect the same by creating a large Perk bar on a billboard showcasing the fast opening pack, to support the tagline and the message of the brand.

The innovation depicted the Perk’s new Double -Rip n Share pack which allows consumers to break open the pack in the middle. The innovation appeared to be ripping from the centre and joining again with the help of movement.

“Perk has always been an energetic brand for the youth. We constantly look for ways in which we can innovate and make the brand more accessible and relevant for everyday consumption. We hope to drive trials for the brand with this pack innovation, commented Upadhye.
The campaign has been deployed on large format sites to gain the highest visibility, located on the arterial routes closer to youth hangouts.
Upadhye also said, “We have received a positive response from those who have seen the campaign. Consumers have found the’Rip & Share’ outdoor campaign innovative and it has created a lot of buzz online.