Source Du Pays S.A
Planet fruits rouges launched on digital
Context
With a view to expanding its varied range of exotic and refreshing flavours in the universe of Cameroonian soft drinks, Source Du Pays S.A., through its Planet brand, is launching a red fruit flavour on the market. It’s a new drink with a fun positioning, adapted to the tastes of Cameroonian consumers.
The idea
Develop a fun, relaxed environment in line with the brand’s positioning in order to increase awareness of the product, and engage internet users on the Source Du Pays and Planet social networks through interactive and entertaining concepts.
The approach
We divided the launch into three phases. First of all, a teasing phase with the ‘Red Code’ concept. The principle was to use the universe of the fruits which compose the cocktail, and to create subliminal messages drawn from popular French expressions. A reveal phase with the ‘Red Pill’ concept, which is a sarcastic interpretation of love through a series of visuals supported by catchy, amusing texts. Finally, a post reveal with a contest called ‘see life in red’ , a creative photo challenge with free drinks as prizes.