SINALCO 

Advertising Campaign

We had to come up with a new campaign for a company of our choice. In our case, we choose
the biggest national producer of non alcoholic beverages Sinalco, a company with a over one hundered year old history.

Research & creative brief

After surveying 200 people, looking at the market
and our product closely, we came to the conclusion, that although the supported brand awareness was 99% the unsupported brand awareness only
was 29%. The main problem we identified was
the missing target audience and key message
which resulted in no clear market positioning between the big players Coca Cola Company, Pepsico and the cheap no name brands.

The claim of that time was “Experience it!”
(Erlebe es!) with a autotuned jingle using the
flea waltz melody and the message  “Sinalco
tastes well” (Die Sinalco schmeckt!).

The New Campaign

Keeping the creative brief in mind we came up with a lot of good ideas and finally decided to go for the idea with the claim “Just be a kid again” (Einfach mal wieder Kind sein). 

Since everybody, from late teens to midaged adults knows the soda brand from their childhood we aimed the brand communication at bringing back these childhood memories.

The Relaunch Extra

As a promotional gimmick, we created a four pack to share with friends and family reintroducing the classic Sinalco bottle with the new logo. Each bottle would also have a code to the competition.

The main objectives of this class was to create
a new creative brief  and a campaign. This included
a research phase regarding company history, market, main competitors, possible target audiences, customer surveying and the product and a idea finding phase with rough visualization.

Concept and visualisation

Jan Herkens, Rebekka Lynders & Robert Zach

Advertising  class of

Prof. Dipl.- Kom. Christoph Scheller

New Logo

Reducing the logo to its more original form we aimed at maintaining the feel of quality that the symbol stands for and add the reminder of tradition.

New Jingle

Although using the corny flee waltz melody, we decided against abolishing the jingle, since it is something most people remembered by thinking about the brand. Nevertheless, to keep corniness
at a minimum we reduced the jingle to a whistled version without auto tune.

Other Media

In addition there is a socialmedia and print media part of the campaign including a competition to win
a trip to disneyland.

All people have to do is be friends with the company in social media or use the Sinalco app on their mobile phone. People then can search for winning codes in offline media such as postcards, citylights, magazine ads and so on. This aims at a fun game experience for the user and provides us with channels to contact the customers via email, social networks or information placed into the app.