The soda Phys, from the group Heineken, presents its new formula, with 50% less sugar compared to the competition average, without giving up freshness and flavor. In addition, the bet on different flavors in this category is also coming strong, among them are Sicilian Lemon, Tonic with a touch of Sicilian Lemon, Orange Pera and Guaraná from the Amazon.
The agency AlmapBBDO was responsible for creating the Fys campaign, “50% Less Sugar and Less Marketing”, bringing the concept that soft drink advertising tends to lead consumers to make irrational choices.
“In addition to bringing a relevant benefit, which is the reduction of sugar, FYS is coming to the market with irreverent, bold and creative communication playing with the effects of excessive marketing in campaigns”, he explains Bruno Piccirello, Marketing Manager of non-alcoholic brands of the HEINEKEN Group.
The film produced aims to show the need for less clichéd soft drink advertisements, in which these are only associated with popcorn, programs or seductive celebrities.
“Contains Less Marketing is that type of campaign that very few brands can do. You have to be willing to embrace the challenger’s discourse, to work with irony and to deconstruct consecrated codes that are repeated to exhaustion by brands that have a lot of share to lose”, he justifies Fernando Duarte, Creative Director of AlmapBBDO.
The campaign “50% Less Sugar and Less Marketing” is broadcast on digital and on pay TV, being dismembered in a challenge on TikTok with the activation of influencers, check out:
Data sheet | Fys
Advertiser: HEINEKEN non-alcoholic beverages
Client: FYS – HEINEKEN Group soft drink
Campaign: FYS. 50% less sugar and less marketing
Executive Creative Director: Andre Gola and Pernil
Creation director: Fernando Duarte and Henrique Del Lama
Creation: Erick Willmer, Giba Mendes, Matheus Loretti, and Mauro Maeda
Audiovisual production: Vera Jacinto, Diego Villas Bôas and Paula Buzzi
Film producer: o2 movies
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