As part of a unique print campaign, Brasil’s Kirin Glacial beer advertised a piece of paper that would also double as a bottle chiller. The page was printed in a magazine and to use it, all someone had to do was tear the sheet out, soak it in water and put the beer in the freezer. Although this might seem like a bit of a gimmick, salt particles embedded in the paper help to reduce the freezing point of water and cut the total chilling time in half. These directions were also printed on the paper in four simple steps to make it as easy as possible to follow.
Since the very name of the Brazilian beer suggests a refreshingly cold experience, this is a unique way to ensure that its ads are useful and drive its core message home.
Key Themes Behind This Trend
- Print Campaign Innovation
- Using a piece of paper as a bottle chiller in a print campaign demonstrates the innovative potential of print advertising.
- Gimmick Marketing
- Creating interactive and functional marketing materials, like a paper bottle chiller, can generate buzz and engage consumers.
- Enhanced User Experience
- Providing a practical and enjoyable experience through print ads, such as a quick and convenient cooling method, enhances consumer satisfaction.
Where This Applies
- Print Advertising
- The paper bottle chiller concept opens up opportunities for print advertising agencies to create innovative and interactive campaigns.
- Beverage Retail
- Beverage companies can explore using functional packaging materials like the paper bottle chiller to enhance their product's appeal and consumer experience.
- Promotional Products
- The paper bottle chiller demonstrates the potential for unique and practical promotional items that drive brand awareness and engagement.
