With one large brand of Fernet, a beloved herbal digestif in Argentina, dominating 90 percent of the marketplace, Madre, Buenos Aires got a chance to get weird for the launch of upstart 1882.
The agency is trying to position the drink as bringing entry to a world of strange, funny stories, "as if it was a Pin Code that would allow you to see great, fun, stupid, inspiring, rhythmical, weird stuff. Some spots have a subtle connection with the Fernet, but all of them have a connection with the set of emotions and intelligence within the soul of the brand," says Madre founding partner and creative director Carlos Bayala. In addition to the strange TVCs, outdoor work was exhibited around Fernet stronghold Córdoba, where many people drink the bitter Jaegermeister cousin along with Coca-Cola. The agency also aligned with production company Furia to install 1,882 bobbing dolphins in one of the city's rivers in the run up to the campaign.
"Since the main competitor is so consolidated in first place we decided not to fight it and instead to build our own world," says Bayala. "Right now we're selling in very specific places (cool bars and selected places) and 1882 is really asked for everybody. It already sold out in the first retail experience we did. Time will tell!"