#Releasethepressure (Packaging)|海报/平面|广告营销案例【ADGuider广告指南】

# 释放压力 (包装)

案例简介：概要虽然碳酸饮料类别中的大多数品牌都出现了积极的增长，但橙色饮料在核心消费者 -- 青少年之间一直失去相关性。过去 5 年，橙色饮料对投资组合的贡献下降了 5%。消费者对橙色饮料根本不感兴趣。在一个日益萎缩的类别中，两个主要品牌 -- 美琳达和芬达 -- 用类似的语言交谈 -- 鼓励青少年尽情享受疯狂的乐趣。如此之多，它们在消费者眼中几乎可以互换。没有任何品牌区分，美琳达面临着与消费者情感联系的严重缺失。我们意识到，如果我们想与青少年联系，我们必须脱离类别代码。我们不能仅仅谈论疯狂的乐趣而没有任何意义，相反，我们需要在青少年的生活中给嬉戏一个目的。结果一个在表面下冒泡时间最长的问题，终于得到了应有的承认。美琳达不仅成为青少年的代言人，还向父母展示了支持孩子的美丽方式。• 用户卷入了达 1100% · 对话在美年达最近增长 138 倍以上的餐饮品牌-超过 193 家媒体的文章是在支持的运动的电影被浏览 3500万次仅仅一个月就产生了超过 6.49亿个免费的印象。 5700万的父母承诺释放压力相关性 # 释放压力 -- 是一场运动，不仅给了像美琳达这样顽皮的品牌，一个深刻的目的，也给了全国数百万青少年, 一个平台，与父母就他们承受的巨大考试压力展开诚实的对话。在上映后的一个月内，这部数字电影获得了 3500万次观看，引发了一场全国性的辩论。超过 193 篇文章是为了支持他们的运动而写的。包括名人在内的数百万父母向他们的孩子承诺释放社交媒体的压力。活动描述 # 释放压力-是一个致力于让青少年暂时摆脱考试压力和父母期望的运动。它旨在通过邀请父母承诺 “释放对孩子的压力” 来推动实际的行为改变。执行在一个成为青少年声音的运动中，我们致力于保持真实。我们要求印度数百名孩子给他们的父母写一封发自内心的公开信，描述他们在压力下的感受。一部打击很大的数字电影带来了这些公开信，并引发了一场全国性的辩论。正宗的公开信开始出现在 1100万米琳达瓶标签上。带着这个想法的瓶盖成为了一个标志性的象征。数百万父母与 cap 合影以示支持。275万 “释放压力” 的贴纸被贴在报纸上，让父母能够展示他们的决心。美琳达与富通医院合作，为父母和青少年提供现场咨询，并在考试前参加冥想课程。研究配件被分发到 10,000 多个儿童笔记本上 -- 每 10 页都有休息时间。战略 2017 的简报是给美琳达玩乐的意义。本能地，洞察力显露出来。玩耍最重要的是消除紧张的情况。我们从印度各地的青少年那里听到了他们生活中的压力点，并看到了一个共同的主题: 考试期间的父母压力。在印度，高中考试被视为青少年生活的终点。它被视为迈向更美好未来的转折点。父母给孩子施加了极大的压力，要求他们在没有意识到对孩子心理健康的严重负面影响的情况下表现出色。报告显示，压力是青少年自杀和抑郁的主要原因，尤其是在 1月至 3月期间，这是印度期末考试的时间。Mirinda 终于找到了一个相关的角色，通过为沉默的学生说话，给他们隐藏的压力一个带有 # 释放压力的声音，作为这种大规模社会疾病的解毒剂。

# 释放压力 (包装)

案例简介：Synopsis While most brands in the carbonated drinks category were seeing positive growth, orange drinks were consistently losing relevance amongst the core consumers - teenagers. The contribution of orange drinks to the portfolio had dropped 5% in last 5 years. Consumers were simply not interested in orange drinks.Within a shrinking category, the two key brands- Mirinda and Fanta, were talking in a similar language – encouraging teens to indulge in crazy uninhibited fun. So much so, they had become almost interchangeable in the eyes of the consumers. Without any brand distinction, Mirinda was facing a serious loss of emotional connect with the consumers. We realized that, if we wanted to connect with the teens we had to break away from the category codes. We couldn’t just talk about crazy fun without any meaning, instead we needed to give playfulness a purpose in the lives of the teens. Outcome An issue bubbling below the surface for the longest time, finally got its due acknowledgement. Mirinda not only became the voice of the teens but showed parents a beautiful way to support their kids. •Consumer engagement went up 1100% •The conversation around Mirinda grew 138 times higher than the nearest beverage brand •Over 193 media articles were written in support of the movement•The film was viewed 35 million times in just one month•Generated over 649 million free earned impressions•1.57 million parents pledged to release the pressure Relevancy #ReleaseThePressure- is a movement that not only gave a playful brand like Mirinda, a deep purpose but also gave millions of teens around the country, a platform to begin an honest conversation with their parents about the immense exam pressure they are under. Within a month of the release, the digital film received 35 million views sparking a national debate. Over 193 articles were written in support of them movement. Millions of parents, including celebrities, posted their promise to their kids to release the pressure on social media. CampaignDescription #ReleaseThePressure - is a movement committed to give teenagers a momentary release from the stress of exam pressure and parental expectations. It aims to drive actual behavioral change by inviting parents to take a pledge to ‘Release the Pressure’ on their children. Execution In a movement to become the voice of teens, we were committed to stay real. We asked hundreds of kids across India to write heartfelt open letters to their parents describing how they feel under pressure. A hard hitting digital film brought out these open letters and sparked off a nation wide debate. Authentic open letters began appearing on 11 million Mirinda bottle labels. Bottle caps carrying the idea became an iconic symbol. Millions of parents posed with the cap to show their support. 2.75 million 'Release the Pressure' stickers were put in newspapers to enable parents to show their resolve.Mirinda tied up with Fortis Hospitals for live counseling sessions for parents and teens and meditation classes before exams. Study accessories were distributed to over 10,000 childrenNotebooks - with breaks on every 10th page. Strategy For 2017 the brief was to give Mirinda playfulness a meaning. Instinctively, the insight revealed itself. Playfulness matters the most to diffuse a stressful situation. We heard from teens, across India, on the stress points in their lives and saw one common theme: parental pressure during exams.In India high school exams are seen as the end all in a teenager’s life. It is seen as the turning point towards a better future. Parents put extreme pressure on their kids to excel without realizing the serious negative effects on their kids’ mental health. Reports suggest, pressure to perform is the leading cause for suicide and depression amongst teenagers, especially during Jan-Mar, the time for final exams in India. Mirinda had at last found a relevant role as the antidote to this massive social ill by speaking up for the silent students and giving their hidden stress a voice with #ReleaseThePressure.