Kinetic, the global leader in activating audiences on the move, together with media agency, Mindshare and creative agency Oliver Ireland, have teamed up with Britvic, to promote its new juicy orange and smooth vanilla drink, the New Club Zero Super Split, with a colourful and innovative OOH campaign.
Britvic unveiled its new soft drink with an eye-catching OOH advertising campaign in Dublin and Cork. The exciting campaign combines a number of seemingly normal billboards with an unexpected, fun 3D special build of a giant 3D New Club Zero Super Split replica, successfully bringing the campaign to life for passers-by on Dundrum Road, Macken Street (Dublin) and Gerald Griffin Street (Cork). The outstanding build measures 4 metres in height.
Speaking about the innovative campaign Sarah McPartlin, Brand Manager, Britvic said, “Club’s purpose is to celebrate the best bits in life and with our new limited edition soft drink Club Zero Super Split, we’re celebrating the best bits of an Irish Summer… and it’s Zero Sugar! Outdoor plays such a vital role in driving awareness for any NPD and the team at Kinetic and Mindshare have done a brilliant job with this campaign- the specials in particular really capture the fun-loving and playful side of the Club brand.”
To further attract customers’ attention, an ice-lolly stick pokes out from the captivating 3D bottle playfully tying in the classic Super Split ice-cream. Playing on the ‘Taste the Summer’ tagline, the eye-catching text, made of hundreds of spanglys or foil disks, moves with the breeze and glimmers in daylight. The OOH campaign represents the Irish summer in a bottle, recreating the classic Irish ice cream into a zero sugar drink, capturing the dynamic and visually striking Britvic identity.
Megan Daley of Kinetic said: “Club Zero Super Split is the summer drink that we’ve all been waiting for. Kinetic is delighted to be involved in this creative and colourful OOH campaign which announces the launch perfectly, combining an innovative 3D build with strategic placement. Perfectly timed for summer, the campaign has connected with consumers looking for the perfect refreshment.”
In addition to Digital OOH, the colourful campaign could be seen also across other Out of Home formats, including 48 sheets, Bus Shelter (6 sheets), point of sale (6 sheets) and digital OOH in shopping centres.