Edible Six Pack Rings|短视频|广告营销案例【ADGuider广告指南】

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可食用六包戒指

案例简介：战略世界喜欢小家伙赢。我们又藏了两个王牌。1。编织紧密的工艺酿造社区。成为这项发明的策划者。只要我们对我们所处的发展阶段是透明的，并且清楚地表明这一目标将在总体上得到实施，人们就会接受可食用的六环。我们的目标是工艺酿酒商、环境记者和环保意识的消费者。行动号召很简单。帮助当地啤酒厂以强大的环保理念挑战酒店。结果咸水啤酒厂专门为佛罗里达州德尔雷的当地顾客所知。一个有 60,000 人的城镇。媒体投资 0 美元，不到 5 天。1.1亿的社交媒体浏览量，超过 190万的 Facebook 份额和 130万的 FB 赞。。超过 170亿的页面浏览量和 39亿的页面访问量。。所有平台的总体情绪都非常积极。积极、兴奋和鼓舞..我们把一家小啤酒厂变成了行业追随的灯塔..我们挑战大家伙拯救成千上万的海洋生物..我们让数百万人明白塑料永远不会消失。来源: Alexa.com，FacebookNote: 编辑完案例研究后，所有指标都以更快的速度增长。概要美国人在 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。啤酒罐与塑料六包环一起; 多年来首选的包装设计解决方案。它重量轻、耐磨损、易于携带，多年来为啤酒行业提供了解决方案。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。简介: 帮助盐水啤酒厂提出一个想法，在他们的社区中发表强烈的当地声明，有可能与啤酒行业和世界产生共鸣，帮助海洋保护。活动描述我们与佛罗里达州的一个小型精酿啤酒品牌咸水啤酒厂一起，决定着手解决这个问题，并为整个啤酒行业发表声明。我们构思、设计、原型和制造可食用的六包戒指。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。可食用的六个包装环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。如果我们成功了，它有可能成为一个改变游戏规则的人，并让人们围绕塑料对野生动物的损害进行对话。超越啤酒包装，我们有机会提高全世界的意识，塑料永远不会消失。相关性公关狮子必须真实地讲述工作，这在很大程度上取决于想法的力量，也取决于故事的新闻价值。当我们的行业花费更多的资源做真正的创新工作时，发明和它背后的故事是齐头并进的。这是关于打开数百万人心中的对话，给他们一个站出来表达意见的理由。我们提出的创造性解决方案有可能影响我们如何以零浪费和对野生动物没有影响的方式进行可持续包装。这项工作是相关的，因为它表明，通过创新和公关，小人物可以指责政府和大企业，以激励影响我们的世界和我们将留下的世界的变革。没有什么比一个时机已经到来的想法更强大了。执行经过多次设计回合、原材料组合的变化和压力测试，我们使用了五个 3D 打印机生成的模具来制造我们第一批 500 可食用的六个包装戒指。我们记录了这一切。为了做出我们最初的声明，4月，我们在啤酒厂推出了第一批可食用的六包戒指。这些活动让我们能够亲自与消费者接触，并给他们另一个选择我们生态友好选项的理由。消费者能够亲身体验我们新设计的外观和感觉。一旦我们有了自己的故事, 我们首先在他的 Facebook 上发布了一篇盐水总裁的帖子，让他的网络充满了精酿啤酒制造商，以通知和传播这个消息 (他在第一个小时拥有 500 股)。然后，我们通过电子邮件向 100 名记者、博客作者和影响者发送了一封电子邮件，我们已经确定他们在过去一年里报道了类似的故事。

可食用六包戒指

案例简介：Strategy The world likes for the little guy to win. We had two additional aces hidden up our sleeve. 1. The tightly knitted craft brewing community. 2. Being the masterminds behind the invention. As long as we were transparent with the stage of development we were in and clear that this was intended to be implemented at large, people would embrace the edible six pack rings. Our target were fellow craft brewers, environmental journalists, and eco-conscious consumers.The call to action was simple. Help a local brewery challenge the establishment with a powerful, eco-friendly idea. Outcome Saltwater Brewery was known exclusively to local patrons in Del Ray Florida. A town of 60,000 people. With $0 media invested and in less than 5 days:. 110 Million social media Views, over 1.9 Million Facebook Shares and 1.3 Million FB likes. . Over 17 Billion page views and 3.9 Billion page visits. . Overall sentiment across all platforms was overwhelmingly positive. Positive, Excited and Inspired.. We transformed a small brewery into a beacon for the industry to follow.. We challenged the big guys to save hundreds of thousands of marine lives.. We made millions understand that plastic never goes AWAY. Source: Alexa.com, FacebookNote: As finished editing the case study all metrics were growing at an accelerated rate. Synopsis 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. Beer cans come together with plastic six-pack rings; preferred packaging design solution for years. It’s lightweight, resistant, easy to carry and provided the beer industry with a solution for years. 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.The brief: To help Saltwater Brewery with an idea that made a strong local statement in their community with the potential to resonate with the beer industry and the world to aid Ocean Conservancy. Campaign Description Together with Saltwater Brewery, a small craft beer brand in Florida, we decided to tackle the issue head on and make a statement for the whole beer industry to follow. We ideated, designed, prototyped and manufactured Edible Six Pack Rings. 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 Edible Six Pack Rings are the first ever 100% biodegradable, compostable and edible packaging implemented in the beer industry.If we pulled it off, it had the potential to be a game-changer and get the conversation around the damage of plastics to wildlife front and center all across the globe. Way beyond beer packaging, we had the opportunity to raise awareness worldwide that plastics never go AWAY. Relevancy A PR lion must be truthfully about work that depends as much in the power of the idea as in the newsworthiness potential of the story. As our industry spends more resources to do true innovation work, the invention and the story behind it go hand in hand. It’s about unlocking a conversation that is in the mind of millions of people and giving them a reason to come forward and voice their opinion. The creative solution we bring forward has the potential to influence how we do sustainable packaging with zero waste and no impact on wildlife. This work is relevant because it shows that through innovation and PR the little guys can point the finger at Governments and Big Business to motivate change that impacts our world and the one we will leave behind. There’s nothing more powerful than an idea whose time has come. Execution After numerous design rounds, variations in raw material mix and stress tests, we used five 3D printer generated molds to manufacture our first batch of 500 Edible Six Pack Rings. We documented it all. To make our initial statement, in April, we launched the first batch of these edible six-pack rings at the brewery. The events allowed us to engage personally with consumers and give them yet another reason to choose our eco-friendly option. Consumers were able to experience first hand what our new design looked and feels like. Once we had our story, we initiated with a post from Saltwater President on his Facebook for his network full of craft brewers to notice and spread the word ( he had 500 shares in the first hour). We then followed with an email to 100 journalists, bloggers and influencers we had identified who had covered similar stories in the past year.