OSKAR SYLTES SODA
- Sparking nationalism in the Norwegian consumer
Oskar Sylte is a Norwegian soda-brand that's been quenching the thirst of Norwegian consumers since 1929. The brands strongest market was in the mountain districts of western Norway where it also had a loyal consumer base. Unfortunately In later years Oskar Sylte had tried "unsuccessfully" to establish itself as a top of mind brand in the capital region of Oslo. This campaign therefore focused on letting the consumers be a part of a re-branding phase where the main focus point was how the different flavors came to life.
When we started researching we quickly recognized the long traditions and history behind the brand. The different flavors of sodas Oskar Sylte distributed had been a mix of failure and success over a century of experimenting. We asked ourselves; "How did the various flavors come together?" This question sparked a series of funny fictional scenarios around each flavor. Some included Russians, some included long lost kings, and one even included the famous Norwegian explorer Roald Amundsen. To back our story's up we named our campaign "An almost true story about maybe the world's best soda" - This way we could escape with the fact that nothing actually were true but it was up to the consumer to believe or not.
The choices of media channels were carefully and strategically planed out in accordance with the preferable target audience. Public transportation, major transit points, Norwegian magazines, billboards and ad-shells all played it's part to achieve the target reach of 1,000,000 people.
The campaign's call to action was that there were more sodas that were being developed in the mountain fabric of Oskar Sylte. We asked the target audience to enter Oskar Syltes homepage and share their stories to booth existing and new flavors. The winning story would be awarded with an entire year consumption of Oskar Sylte Soda!
The campaign site would work as a information portal for the target audience. Stories about each soda would be played if the user moved their cursor over the different areas where the sodas were displayed.
The target audience could dive down in the depths of the Norwegian North-Sea and discover a lost Oskar Sylte Cargo. The Cargo represents a whole year worth of Oskar Sylte soda.
// Would have been fun to see the campaign in action.
OSKAR SYLTE "FICTIONAL BRIEF"
OSKAR SYLTE IS A NORWEGIAN PRIVATE SODA PRODUCER COMPETING NATIONALLY WITH INTERNATIONAL BRANDS SUCH AS COLA, FANTA AND PEPSI
OSKAR SYLTE NEEDS A CAMPAIGN + NEW BRAND IMAGE THAT WILL POSITION THE SODA AS A TOP OF MIND BRAND FOR NORWEGIAN CONSUMERS.
MARTIN SOLHAUGEN- IDEA / DESIGNER / PRODUCER
GLENN DAVID HAUGEN - IDEA / COPYWRITER
SARA ENERSEN - IDEA / GRAPHIC DESIGNER
TYPE OF WORK