Argentine Advertising Aesthetics powered by Fernet 1882
My friend Romàn from Buenos Aires just told me about this fascinating multimedia campaign by agency MOTHER. It was created to push awareness for the appetizer drink FERNET 1882. Fernet 1882’s strategy is to appeal to young drinkers through humour and creativity. The marketing department has created art exhibitions to capture people’s attention, as well as a set of commercials involving pop animation, modern music and quirky offbeat humour.
http://www.youtube.com/watch?v=Q7ck_Lj-xF8
http://www.youtube.com/watch?v=77ye5j4tUjs
http://www.youtube.com/watch?v=7J79ZTyIdIs
http://www.youtube.com/watch?v=In3HZvAZr4s
The ad campaigns aim to appeal to the absurdity of young Córdoba humor; the marketing team filled Córdoba’s main street La Cañada with 1,882 blue metallic dolphin balloons last year, which drew massive attention from the media, tourists and Córdoba inhabitants.
See the video footage of the ambient media campaign installation and the reactions of the passer-bys here:
http://www.youtube.com/watch?v=aAdU2ppYSBI&eurl=&feature=player_embedded
Unlike their ancestors, modern drinkers mix fernet with coke (in Spanish ‘coca’). Fernet 1882 paid tribute to famous Argentine actress Isabel ‘Coca’ Sarli on her 74th birthday by creating a great art installation. The agency installed 1882 cut outs of “La Coca” in a park in central Buenos Aires. The slogan: “1882 Fernet with Coca… Sarli”.
Watch the set up here: http://www.youtube.com/watch?v=MG0Jzp3OrbM
Local observers of the campaign support this marketing strategy. “We Argentines are extremely emotional and passionate people. It has to do with our Italian heritage. So, emotions and humour are the goals of the advertisements. This creates fidelity to the brand.”