In order to yield trial from consumers, we had to tell them something new and relevant about the product, however we didn’t want to just straightly claim the 30% liver percentage, highest from the market.
As a great communication opportunity, we have remarked that just as Antrefrig has a high percentage of liver, the Romanian language has a lot of words (315, to be exact) that contain “liver” in their structure.
This finding helped us play with situations in which different characters communicate using words containing “liver”, as part of a longer word and the frequent and unintentional use of the particle “liver” instantly invokes the blue piglet that suddenly appears from nowhere to scream, from the top of his lungs, the word LIIIIVVVVVEEERRRR and to humorously build up the idea that Antrefrig is obsessed with liver.
The conclusion spoken by the blue piglet, which ended each of the TV spots, was obvious: Antrefrig. Now with more liver, for the same “annoying” good taste…
Antrefrig – Opera
Antrefrig – Talk Show