注意

文件暂时无法下载,请稍候再试!

注意

当前文件大小MB,你的下载剩余量(MB)已不足。

月下载量(150MB)将在每月第一天上午8:01分更新。

下载作品须先扫描二维码
并关注官方微信

注意

考虑到带宽成本,WELOVEAD提供的是有限量免费下载。

请在下载前,注意以下数据:

下载前余量 MB
文件大小 MB
下载后余量 MB

注意

由于当前服务器繁忙,请耐心等待秒。之后你就可以再次下载文件。

Mamma Beer

基本信息
行业: 公益与非盈利组织
媒体:DM
风格: Minimalism
说明cnen
Synopsis
Mamma HELP helps breast cancer patients handle the fight against the disease. The problem is that they often don't know about Mamma HELP, or they have inhibitions about turning to it. That's why we developed Mamma Beer – the first beer designed to balance out the taste changes associated with chemotherapy.
Outcome
With a production cost of just 9000 EUR, the campaign was able to generate an unprecedented interest in Mamma HELP. In the first 24 hours, posts about the beer gathered over 250 000 impressions. Their website traffic increased by 50 % and response rate rose by 120 %. There was also a 45 % increase in donations and the number of Mamma HELP centre visitors went up by 30 %. The search term “Mamma HELP” spiked by more than 100% during the campaign and the influencers posting about the product sparked a nationwide discussion about the problems women undergoing chemotherapy face every day. The limited batch of beer was gone from distribution almost immediately and we are currently working on launching mass production due to an overwhelming response from both patients and doctors as well.
Execution
In cooperation with Žatec Brewery we created the first beer for women with breast cancer. We fine-tuned the taste of Mamma BEER almost a year so that it would taste good to patients undergoing chemotherapy. We searched however for a way to do it without artificial sweeteners, so we used natural apple extract, which helps neutralise the unpleasant aftertaste caused by chemotherapy. Despite the fact that the beer is non-alcoholic, it preserves all the nutritional values of classic beer (nutrients, vitamins and polyphenols). The bottle then serves as a medium with contact information for Mamma HELP.
CampaignDescription
Chemotherapy patients often experience changes in taste perception, which leads to a reduced intake of nutrients. Doctors sometimes recommend beer to such patients, as it contains essential vitamins, helps proper digestion and increases appetite. A disadvantage however is the bitter taste and alcohol content. That's why we developed Mamma BEER, the first beer for breast cancer patients, which preserves all the nutritional values of classic beer, but is non-alcoholic and has a special, sweeter taste fine-tuned to balance out the negative effects of chemotherapy. Just like Mamma HELP, Mamma BEER gives women strength for the fight with cancer. We distributed Mamma BEER among oncologists, who gave it out to their patients after chemotherapy. It was also available at selected pharmacies. To build overall awareness of the topic of breast cancer we also reached out to the general public through tastings at beer festivals and influencers on social networks
BriefWithProjectedOutcomes
No regulations.
BriefExplanation

Audience
Mamma BEER is the first and so far only product on the market to address the problem of taste changes in patients undergoing chemotherapy and can improve the quality of life for these women.
制作信息
品牌:
广告公司:
奖项
戛纳国际创意节 2018
入围 健康类
Corporate Image & Communication
最新更新
加载中...
赞助商