Menos Es Mas

Partner: Coca-Cola Company

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    The Challenge

    Over the last five years, Coca Cola Spain has made a number of big commitments to reducing the consumption of water during the production and bottling processes and, in 2008/09, they wanted to take this environmental action a step further and build it into not just a new product, but a new product category for the Iberian Peninsula.

    Menos Es Mas (meaning “Less is More”) is a fruit cordial developed with impressive environmental credentials. It uses less packaging, less fuel in transit and emits less CO2 than the alternatives it sits next to on a supermarket shelf. Menos es Mas represented the arrival of the cordial category in the Spanish and Portuguese marketplace.

    We Are What We Do was briefed to create a brand identity and launch strategy for the new product, highlighting its environmental credentials, promoting the product through TV, print, online and PR and engaging a large audience in wider social and environmental issues. Underlying this activity was the core challenge of establishing a new habit among Spanish consumers and encouraging interest in diluteable, concentrated drinks in a market totally dominated by ready to drink products.

    The Solution

    We created a brand identity that linked the multiplying power of dilutable cordial with the notion that small, positive actions can have a big affect on global social and environmental issues: seemingly small things can have big outcomes.

    We wrote, animated and produced a 30 second TV advert showing off Menos Es Mas and its magical properties, which ran nationally in Spain and Portugal.

    Print presence for the campaign included outdoor advertising across major cities, magazine advertising and a minibook to accompany multi-pack purchases, advertising ten simple positive actions, such Take public transport when you can, Give your change to charity, Bake something for a friend.

    Online we developed a platform that took the central idea that small actions can have a big impact a step further. www.somosloquehacemos.es houses an Action Tracker and is a hub for the community, bringing people together from around Spain to do more simple, positive actions and share their experiences. The platform includes a totaliser and national activity map to boost competition and participation.

    The successful campaign gave us a chance to take the power of small, simple actions to massive new audiences, as well as the honour of introducing the nation to the joy of dilutable squash. Next up, El Ribena, surely.

    Community

    As well as fostering the online community, building 1000s of do-ers and trackers, we also took the campaign into schools. This involved reducing the branding and creating a number of ways for teachers and schools to do more community and environmental actions. These included wall charts, sets of stickers, and a teacher’s booklet full of activities and resources related to different action.

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