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Chihuahua

basics
Industry: Non-alcoholic drinks
Media:TV & Cinema
Market:Belarus
Style: Minimalism
descriptioncnen
With its ‘Chihuahua’ campaign Coca-Cola succeeded in shedding its image as a conservative, distant and static brand unappealing to young people, and reinventing itself as a young and hip drink. Through the use of TV and radio commercials featuring a catchy tune, an ageing brand was once again turned into the youth's favourite brand, achieving a 71% spontaneous recall rate, a 69% increase in purchase intent and close to 57 million units more in sales.

Context


CAMPAIGN OBJECTIVES
- Regain Coca-Cola’s position in consumers’ mind, communicating traditional brand values.
- Restore the brand as a reference to youth.
- Increase brand relevance among young target audience.

TARGET AUDIENCE
- Primary - youngsters from 15 to 21, who are used to seeing advertising and who like brands that show their way of life in an authentic way. - Secondary - all people that feel young at heart and think life could be happy and exciting even at bad times.

CAMPAIGN PERIOD
July 2002 to present

Philosophy/Solution


CREATIVE STRATEGY
The objective was to show that any ordinary and boring situation can turn into a fun situation with Coca-Cola. The campaign depicted a man in the subway, playing a boring song on his guitar. When someone hands him a bottle of Coke however, he starts singing a lively song - Chihuahua - prompting the rest of the passengers to sing along with great excitement.

An extended version of the song was developed and CDs produced for commercial purposes with the objective of generating awareness of the brand through a hit.

OTHER COMMUNICATIONS PROGRAMMES
To further increase the success of Chihuahua, an activity called “Contágiate de Música” (get infected with music) was developed that aimed to achieve total integration of communication media. Additionally, all McCann group agencies were involved in the campaign through the use of ads, sponsorships, promos etc.

MEDIA
- Broadcast
- Print
- Sales Promotion
- Interactive/On-line

TOTAL MARKETING EXPENDITURE
Under €5 million

MEDIA STRATEGY
TV was considered the best media for reaching targets and generating awareness; 45 seconds spots, 30 seconds spots and 4 x 10 seconds spots were aired. Radio stations with an emphasis on specialised music programmes were chosen for 30 seconds commercials. Also, a record containing the song by DJ Bobo was launched and became a great hit.

Results


- The campaign reached the highest ever advertising recall in Coca-Cola history in Spain.
Source: Coca Cola consumer advertising data 3CAT 19/09/02
- Coca-Cola increased its share as the favorite brand for the first time in five years.
Source: Coca-Cola consumer advertising data
- Advertising Purchase Intent increased by 69% compared to the year 2001.
Source: Coca Cola consumer advertising data 3CAT 19/09/02
- Sales increased with 59,779,600 units compared to the period before the campaign.
Source: Coca Cola Spain data
- Chihuahua turned into a musical hit, becoming Number One in Billboard lists and Number Two in music sales. - 60,000 Chihuahua ring tones were downloaded, generating extra revenue. - Social success was achieved in numerous ways:
o The word became a buzz word among young people, denoting a good atmosphere.
o The campaign was considered a “social phenomenon”.
o Free media coverage was generated as Chihuahua featured in numerous news programs in various channels.
o The campaign was exported to numerous countries across the world, generating similar results.
credit
Brand:
Agency:
Creative Director:
Copywriter:
Account Manager:
Other credit:Account Executive Silvia Linde
Advertising Manager Manuel Arroyo, Felix Muñoz, Carmen Lorenzo
General Manager Gonzalo Sanchez-Taiz
Creative General Manager Nicolás Hollander
Marketing Manager Iberia Division Manuel Arroyo
Communication Manager Felix Muñoz
awards
EACA Euro Effies 2004
Silver
FMCG Food & Non-alcoholic Beverages
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