Edible Six Pack Rings (E6PR)|海报/平面|广告营销案例【ADGuider广告指南】

可食用六件套戒指 (E6PR)

案例简介：简要解释美国人在 2015年喝了 63亿加仑啤酒。随着工艺啤酒厂继续增长，其中 50% 的销量越来越多地以罐出售，并选择罐头而不是瓶子。然而，大多数这些塑料六件套环最终进入我们的海洋，对野生动物构成严重威胁，因为潜在的纠缠甚至更糟, 动物吃塑料，当消化系统堵塞时死于饥饿。据绿色和平组织称，今天 80% 的海龟和 70% 的海鸟正在摄入塑料。我们与佛罗里达州的一个小型精酿啤酒品牌咸水啤酒厂 (SWB) 一起，决定着手解决这个问题，并发表一份声明，供每个人效仿。我们构思、设计、原型和制造了可食用的六个包装环 (E6PR)。六包包装设计，用材料制成，而不是杀死动物是可食用的。通过使用啤酒酿造过程的副产品，如大麦和小麦，这种包装超越了回收，努力实现零浪费。E6PRs 是啤酒行业有史以来第一个 100% 可生物降解、可堆肥和可食用的包装。E6PRs 永远改变了盐水啤酒厂。几乎所有的销量和销售收益都来自 E6PRs sku。罐装啤酒的销量增加了 640%，不包括干啤酒，而干啤酒的销量只增加了 17%。这些数字表明啤酒桶从 2016年的 6,813 桶增加到 2017年的 16,143 桶，预计 26,346 桶增加 2018 桶。这意味着在美元销售中，我们实际上帮助将 1.4 美元的操作带到 15 毫米美元。这是销售额增长的 10 倍。盐水啤酒厂没有增长更多，因为它使生产能力最大化。目前产量为 10 倍的新啤酒厂正在建设中，预计新工厂的销售额将达到 1.5亿美元。啤酒厂的估值从 150万上升到今天的 1500万，随着新啤酒厂在 2019年准备就绪，公司估值达到了 1.5亿。媒体覆盖和参与的结果同样强劲: 在最初的十天里，我们获得了近 30亿的全球印象。三周后，我们收集了 129亿份全球印象。今天，最新的统计数字是 213亿个全球印象。两周内，这个故事在 Facebook 上有超过 1.5亿的浏览量，两周内就有 1.45亿的浏览量 (62.7 毫米，渡渡鸟 (16.7 毫米 AJ + (48.6 毫米 & Playground (17.7 毫米) 发布了我们的故事。2018 年，随着该产品在 500 多家零售店的大规模可用性，我们收集了额外的 50 毫米视图和计数。如果你问我们，这对 100 的投资来说是相当健康的回报;-) 这个创意已经成为啤酒广告史上最流行的创意，不止如此,这是一个想法的结果，这个想法是由一个独立的创意机构为一家小型独立工艺啤酒厂带来的，它已经永远改变了可持续包装。这是最纯粹的创造性效果。？没有什么比一个时机已经到来的想法更强大了。

可食用六件套戒指 (E6PR)

案例简介：BriefExplanation Americans drank 6.3 billion gallons of beer in 2015. Fifty percent of that volume is increasingly sold in cans as craft breweries continue to grow and choose can over bottle. However, most of these plastic six-pack rings end up in our oceans and pose a serious threat to wildlife for the potential entanglement and even worse, animals eat the plastic and die of hunger as their digestive systems get clogged. According to GreenPeace, 80% of Sea Turtles and 70% of Seabirds are ingesting plastic today. Together with Saltwater Brewery (SWB), a small craft beer brand in Florida, we decided to tackle the issue head on and make a statement for everyone to follow. We ideated, designed, prototyped and manufactured the Edible Six Pack Rings (E6PR). A six-pack packaging design made with materials that instead of killing animals are edible. By using byproducts of the beer brewing process such as barley and wheat, this packaging goes beyond recycling and strives to achieve zero waste. The E6PRs are the first ever 100% biodegradable, compostable and edible packaging implemented in the beer industry. E6PRs changed Saltwater Brewery forever. Almost ALL volume & sales gains stem from the E6PRs SKUs. Volume, not counting draught, for canned beer increased 640% while draught sales have only increased 17%. These numbers represent an increase in beer barrels from 6,813 in 2016 to 16,143 in 2017 and a projected 26,346 for 2018. What this means in dollar sales is we practically help take a 1.4 MM USD operation to 15 MM USD. That is a 10X sales increase. Salt Water Brewery has not grown even more as it maxed production capacity. Building a new brewery with 10X the current output is underway and estimated forecasted sales with the new plant are north of 150 Million Dollars. The brewery valuation increased from 1.5 Million to 15 million today, and a very achievable 150 million company valuation as the new brewery is ready in 2019. Media reach & engagement results are equally robust: During the first ten days, we earned almost 3 Billion Global Impressions. After three weeks we had gathered 12.9 Billion Global Impressions. Today, the most recent tally is 21.3 Billion Global Impressions. Within two weeks the story had over 150 million views on Facebook, a full 145 million in two weeks on NowThis (62.7MM), The Dodo (16.7MM) AJ+ (48.6MM) & Playground (17.7MM) that posted our story. In 2018 with availability of the product at mass scale in over 500 retail stores we gathered an additional 50 MM views and counting. That is quite a healthy return on a 100k investment if you ask us ;-) This creative idea has become the most viral in beer advertising history, more than that, it is the result of an idea that was brought to life by an independent creative agency for a small independent craft brewery that has transformed sustainable packaging forever. That is creative effectiveness at its purest. ?There’s nothing more powerful than an idea whose time has come.