{"id":1082,"date":"2016-03-28T20:49:23","date_gmt":"2016-03-28T20:49:23","guid":{"rendered":"http:\/\/billboards.bmediagroup.com\/?p=774"},"modified":"2016-03-28T20:49:23","modified_gmt":"2016-03-28T20:49:23","slug":"giant-soda-machine-shower","status":"publish","type":"post","link":"https:\/\/www.bmediagroup.com\/news\/giant-soda-machine-shower\/","title":{"rendered":"A Giant Soda Machine Shower"},"content":{"rendered":"<p>There\u2019s nothing better than catching some sunshine on a hot day at the beach.\u00a0 But, after some time lounging, swimming in the ocean, and digging in the sand, there are two things you want: \u00a0A cold shower and a refreshing drink. Most companies skip straight to the second part of this consumer need, but one was thinking outside of the bottle with a guerilla marketing campaign.\u00a0 And it worked.<\/p>\n<p><iframe title=\"Sprite Giant Soda Machine Shower Guerrilla Marketing Campaign\" width=\"640\" height=\"360\" src=\"https:\/\/www.youtube.com\/embed\/ocCYlqvJKC4?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/p>\n<h2>The Sprite Soda Shower<\/h2>\n<p>This whole event was part of a <a href=\"http:\/\/bmediagroup.com\/\" target=\"_blank\">outdoor media campaign<\/a> in 2012 that the Coca-Cola Company used to help promote <a href=\"https:\/\/www.sprite.com\/home\/\" target=\"_blank\">Sprite<\/a>.\u00a0 Essentially, they built a giant soda dispenser complete with the famous green and yellow logo of the lemon-lime drink, and they invited people to stand where the cup would usually go.\u00a0 Once the beachgoer pushed back on the giant lever, a shower would rain down on them.<\/p>\n<p>The best and worst news about the campaign is that it only poured water, not Sprite.\u00a0 Less refreshing, but also less sticky people. They mixed the giant contraption with the opportunity for people to have samples of the soda, and it created quite a stir.\u00a0 Since the summer days on the crowded beach in Brazil could get up to 40\u00b0C, there were a lot of people looking for something to cool them down. It managed to shower more than 1,500 each day that it was in place, and you can be sure that these people made an association in their mind with that green label.<\/p>\n<h2>But, Why Wash All Your Potential Customers?<\/h2>\n<p><img fetchpriority=\"high\" decoding=\"async\" class=\"aligncenter size-full wp-image-1402\" src=\"https:\/\/www.bmediagroup.com\/news\/wp-content\/uploads\/2016\/03\/Sprite-Shower.jpg\" alt=\"Sprite Shower\" width=\"620\" height=\"400\" srcset=\"https:\/\/www.bmediagroup.com\/news\/wp-content\/uploads\/2016\/03\/Sprite-Shower.jpg 620w, https:\/\/www.bmediagroup.com\/news\/wp-content\/uploads\/2016\/03\/Sprite-Shower-300x194.jpg 300w\" sizes=\"(max-width: 620px) 100vw, 620px\" \/><br \/>\nIf you\u2019re selling drinks, this sounds like a fairly silly tactic.\u00a0 Why wouldn\u2019t you just spend the money on samples of your product, and then freely pass them out all over the beach? Well, that sort of strategy can work, but this was better for many reasons. First, it was talked about.\u00a0 No one rushes home and tells their friends about having a free drink, but they are quick to share their story of becoming a soda.<\/p>\n<p>Next, it created important mental associations.\u00a0 If potential customers are just handed a drink on a hot day, they\u2019ll down it and not think twice.\u00a0 But, if they physically feel refreshment both outside and inside of their body, they\u2019re much more likely to associate that brand with a positive feeling.\u00a0 And that\u2019s the kind of thing that will make a difference when they\u2019re staring at a fridge full of competing brands. Also, this gives identity to a brand.\u00a0 The other companies may make fine products at similar prices, but this one is playful.\u00a0 When happy people head out for a day in the sand, they want to take some brands with them that match their attitude.<\/p>\n<h2>What Was the Reaction of the Advertising World?<\/h2>\n<p>In short, it was positive.\u00a0 That\u2019s a big part of the reason that we\u2019re still talking about this campaign a few years later.<\/p>\n<p>The agency behind the giant soda shower was Ogilvy Brazil, and they were quite praised for the idea. It was quite talked about at the Cannes Lions International Festival of Creativity where it won multiple awards, and it even took home a gold in one category.<\/p>\n<h2>Sprite is Used to Being the Cool Kid<\/h2>\n<p>It\u2019s definitely worth noting that this stunt fits in well with the brand image that the soft drink has been working on for years.\u00a0 Sprite has made a name for themselves over time as being trendy and making sure that the younger generations know they\u2019ll be stylish if this is what they\u2019re drinking.\u00a0 They\u2019ve had a lot of basketball, hip-hop, and street art in their campaigns, so they fit right in placing themselves in the middle of a beach party.<\/p>\n<h2>Time to Shower Your Customers with Attention<\/h2>\n<p>One of the biggest takeaways from this campaign is that marketing really comes down to creative solutions, and it\u2019s about much more than just getting the word out.\u00a0 It can be fairly expensive to invest in many forms of advertising, and this causes many people to hesitate about getting the word out.\u00a0 But, sometimes a campaign can be about getting your customers to decide why they like you, and then make sure this new fact sticks into their mind.\u00a0 It might not get them to drop what they\u2019re doing and run to the store, but it can be a big part of building a loyal customer base throughout the years.<\/p>\n<p>If you don\u2019t want to build a giant soda machine but still want to show some love to your customers, then try to think outside of the box.\u00a0 And don\u2019t worry if you\u2019re having a slow day in the creative part of your brain, just give us a call and we\u2019re happy to help.<\/p>\n<p><em><strong>What do you think of the Sprite Shower?<\/strong><\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>There\u2019s nothing better than catching some sunshine on a hot day at the beach.\u00a0 But, after some time lounging, swimming in the ocean, and digging in the sand, there are two things you want: \u00a0A cold shower and a refreshing drink. Most companies skip straight to the second part of this consumer need, but one [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":1402,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[8,23,10],"tags":[],"class_list":["post-1082","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog","category-guerilla-marketing","category-outdoor-media"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>A Giant Soda Machine Shower from Sprite | Guerilla Ads<\/title>\n<meta name=\"description\" content=\"Click here to learn more about Sprite&#039;s novel guerilla marketing idea of creating a giant soda machine shower on the beach in Brazil.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, 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