Bitter Kas
Bitter Kas
Problem: Bitter Kas is a bitter unalcoholic aperitif drink. Some people, affirm not to like its bitterness even if they haven’t re-tried it in a long time.
Observation: Some tastes mature with the years.
Idea: Give time to your taste.
Give time to your taste.
Some tastes change with time; you might start liking to stay home on a Saturday night or enjoying bitter flavors. To connect with our target (35-49) we played with all the things that people generally start liking from the age of 35. In order to communicate the changing of those specific tastes with time, we used a copywriting technique that changes the sense of the phrase as one reads.
“I don’t like at all Bitter Kas’ bitterness is fascinating”.
Bitter Kas – Give time to your taste.
“I hate waking up early on a Sunday morning at a terrace with a Bitter Kas is the best”. Bitter Kas – Give time to your taste.
“I don’t understand how people can drink a Bitter Kas for aperitivo is the best”. Bitter Kas – Give time to your taste.
““Bitter Kas isn’t made for all types of palates; it is only for the ones that have given time to their taste to evolve”.”
Strategic placements – We strategically placed our ads according to our copies, making sure our target truly connected with the brand.
“Nothing more boring than classical music is exquisite”.
Bitter Kas – Give time to your taste.
“I will never spend 30€ for a cheese is the best invested money”.
Bitter Kas – Give time to your taste.
Guerrilla – In order to be on our consumers’ top of mind during “aperitivo time”, we placed our copies on bar napkins and beer holders.
“How can people get up early for the aperitivo is the best idea”. Bitter Kas – Give time to your taste.
“How can people drink an an-alcoholic drink at the aperitivo is regenerating”. Bitter Kas – Give time to your taste.
Tinder – We also placed our ads on Tinder, where our copies played with the dating environment.
“I am not attracted at all by crow’s feet are super interesting”. Bitter Kas – Give time to your taste.
“I don’t like at all men with a beard are so soft”.
Bitter Kas – Give time to your taste.
“I will never go out with men with a belly are so cute”. Bitter Kas – Give time to your taste.
Social Media – On social media, we played with both campaign copies, and lifestyle posts.
IG campaign post: Storyboard of an IG video post.
“How boring are family plans on a Sunday morning are the best plans”. Bitter Kas – Give time to your taste.
IG lifestyle posts.
IG campaign and lifestyle posts.
“I don’t like at all Bitter Kas’ bitterness is fascinating”. Bitter Kas – Give time to your taste.
“I can’t conceive staying home on Friday nights is marvelous”. Bitter Kas – Give time to your taste.
Credits:
Client: Bitter Kas
Agency: Miller O’Connor
Creative team: Flavia Ventura, Carlota Serra, Maria Calderòn
Art direction: Victor Riba
