Rough and gritty, street and urban, this campaign steps out of advertising creative norms. Most beverage brands demand shots of the product, especially pouring into clean glasses. To step away from that standard is an act of boldness not only creatively but also from an account perspective. The account team HAD to sell this in hard.
The creative team’s work for Pitú’s post new year’s advertising taps the resolutions, or promises, that everyone in the world makes at the turn of the year. Instead of encouraging promises made to be broken, the team created a suite of 16 cans and posters to offer up promises folks can actually keep. And it does it in unforgettable fashion.
Promises like “I promise to save less than 10% of my money” and “I promise to read more of the menu at the bar” align with the beverage brand’s attitude and creates a behavioral alignment with its core patrons.
I encourage you to Google Translate these headlines. They’re super fun. Just as much fun as the awesome illustrations that accompany them.
