Pork and Beans escrito con la tipografía Alka-Font
DDB Latina is sending to Cannes Lions the best creative campaigns of the region. Puerto Rico’s team developed Alka-Font, one of the pieces that’s entering the festival. The insight behind the piece for Alka-Seltzer is “Tasty food can be heavy on the stomach.” DDB Latina Puerto Rico decided to rewrite heavy foods and ingredients, even the signs of local restaurants, with a typography based on the iconic Alka-Seltzer tablet. The campaign aims to remind consumers of the products main benefit: the relief of heartburn and indigestion caused by heavy meals and over indulgence. “We loved the idea of making a communication that mimics the effect of our product. The ads have a pure simplicity, they are light and soothing as the product itself” says Enrique Renta, CCO at DDB Latina, Puerto Rico. The campaign launched on TV, print and out of home, followed by activations at well-known restaurants and even the supermarket aisles, where packaged foods were relabeled using the font. “It is amazing to see a simple idea unfold in so many ways, bringing our brand at the core of our consumer lifestyle and everyday activities in such a relevant way” says Jenniffer Casillas, Brand Manager at Bayer Puerto Rico.
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