Last year, Hero Cassis launched a new brand campaign with the payoff: 'deliciously original'. Hero wants to encourage the Netherlands to make an original choice for the soft drink shelf and thus put Hero Cassis in the fridge more often. This year, we are expanding the campaign further. In collaboration with brand experience agency Raúl & Riguel, STROOM developed an activation to bring the commercial to life and literally put Hero Cassis in the fridge more often: The Fridge Check Weeks.
Last week, the Cassis van drove across the country, ringing people's doorbells to check their refrigerators. People who had Hero Cassis in their refrigerator had their stock doubled, while others received a free 4-pack of Hero Cassis. An entertaining video series of the activation will be posted on social media and YouTube in the coming months. Raúl & Rigel handled the video production and our Candid sister company Daily Dialogues is doing the translation to social media. STROOM takes care of the online media strategy to ensure the target audience is reached. With the video series, visibility is increased to a national reach and Hero Cassis is brought to the attention of the target group aged 18-35 during the summer months.
Watch the first video below!
Throughout the summer, the activation will also continue offline with sampling promotions where you can check a refrigerator for yourself. By guessing how much Hero Cassis is in the fridge, people have a chance to win summer Hero Cassis prizes.