"Cut through the heat!" ― Find out how this brand gave people a REFRESHING experience at the beach!

Thursday: Gorillas of Guerilla Marketing FROM THE DESK OF MILES EVERSON: A beach is an ideal place to spend some of your summer days. Taking your mind off your daily routine, feeling the sand as you walk through the seashore, taking a sip of a refreshing fruit juice, relaxing, and simply having the best time of your life is such a great way to unwind. And when it comes to really hot summer days, what do you usually crave for? Let me guess: A cold shower and a cold, refreshing drink. Check out how this beverage brand granted its target market’s wishes while incorporating a fun and memorable experience with its product. CEO, MBO Partners Chairman of the Advisory Board, The I Institute

"Cut through the heat!" ― Find out how this brand gave people a REFRESHING experience at the beach! Some people associate summer with enjoying the sun at the beach―planning their summer getaway, packing their things, going on a road trip, taking Instagram-worthy photos, and having a fun day at a beach resort. Then, after some time lounging, swimming in seawater, and digging in the sand, there are 2 things they usually want: A cold shower and a refreshing drink. To address this summer-related consumer insight, soft drink brand Sprite came up with… The Sprite Soda Shower! Curious about what it looked like? The shower was designed as a giant Sprite dispenser, complete with the famous green and yellow logo of the brand. This idea was conceptualized with the help of advertising company Ogilvy Brasil. When the campaign team finished setting up the shower at a beach in Rio de Janeiro, beachgoers were invited to stand on the platforms. Once they pushed the giant levers… Whoosh! Splash! A refreshing shower was poured out on them! A lot of people flocked to the area where the giant Sprite dispenser stood. Some even asked their companions to take a photo of them while being drenched under the unconventional beach shower! Wait a minute. You’re wondering if the giant dispenser poured out the REAL Sprite beverage, aren’t you? Gotcha! Just to clarify: The shower poured out freshwater, not real Sprite. It’s refreshing… and not sticky on the skin! Aside from the giant dispenser, the campaign team also gave free bottles of Sprite to beachgoers. The real deal―not water! Since summer days in Brazil could get really hot and humid, people were looking for something to help them cool down. At that time, Sprite knew they wouldn’t reject receiving an ice-cold bottle of soda for FREE. Was Sprite’s Giant Soda Machine Shower Effective? For 1 week, the giant Sprite dispenser showered more than 1,500 beachgoers per day. Think about all those who witnessed Sprite’s campaign firsthand, as well as the people they talked to about it. Surely, after the refreshing experience they had, they would always remember the giant dispenser or the exciting stories they heard about it. Imagine being the top-of-mind brand for soda drinkers! Here are the results of the campaign: The campaign contributed to an additional 2.5 million followers on Sprite’s Facebook page Sprite gained 8.4 million new Twitter followers The brand’s giant soda machine shower video garnered over 200,000 views just 2 days after it was uploaded on YouTube in April 2012 The campaign was also executed in other beaches in different countries such as the Waikiki Beach in Hawaii, Bondi Beach in Australia, Venice Beach in Los Angeles, and Tel Aviv Beach in Israel Of course, this GIANT guerrilla marketing campaign from Sprite and Ogilvy Brasil wouldn’t go unnoticed by the industry. During the Cannes Lions International Festival of Creativity in 2012, the campaign won 3 awards: A Gold Award in the Best Use of Ambient in a Promotional Campaign category A Silver Award in the Outdoor Special Build category A Bronze Award in the Food and Non-Alcoholic Drinks category Now, you might also be wondering: “Why provide a place to shower for your customers and prospects?” For Sprite, there were two answers… First, the giant dispenser shower was talked about by so many people. Sprite could have just given away free drinks to beachgoers, but it would miss out on all the fun interaction with its target market. Think about this: Not everyone would usually rush home to tell their family members and friends about receiving a free drink on the beach, but they would be quick to share their story of being showered by a giant soda machine. Second, it created important mental associations with the brand. If beachgoers were simply handed a refreshing beverage on a hot day, they’d just drink it without thinking twice. What happens after that? Nothing. It just went down their stomach. End of story. On the other hand, if they feel refreshment both inside (free Sprite drinks) and outside (giant soda machine shower) of their bodies, they’d be more likely to associate that brand with a positive feeling. It’s all about the experience. So… what can you learn from Sprite’s campaign? One of the key takeaways is that marketing your brand is more than just getting the word out. It’s also about bringing creative ideas to life and making sure it sticks in your target market’s mind. Your campaign might not get them to immediately drop what they’re doing and run to your store, but it can be a big part of building a loyal customer base throughout the years. Be creative in your marketing campaigns! The execution and the results you get will say a lot about how committed you are towards building good relationships with your target market. Hope you’ve found this week’s guerrilla marketing insight interesting and helpful. Follow us on LinkedIn. Stay tuned for next Thursday’s Gorillas of Guerilla Marketing! Do you want to learn about how one British multinational retailer made Christmas more magical in the UK in 2014? See it on next week’s Gorillas of the Guerilla Marketing!