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When I started working on Klik as a Creative Director, the brand didn't have a UPS, nor the best ingredients or the best price. So, instead of saying that Klik has the best taste, or showing people that are enjoying eating it, the team and I have decided to take commercial trends and turn them into a parody. The main message was - "We don't need to try too hard, when it's tasty, it's tasty!"
In addition to the new messaging, I also rebranded the brand guidelines using more clean and simple lines to make it feel effortless, while still looking fun and trendy.
The media strategy was to promote only on digital channels, and as a result, our commercials went viral, with many views and comments, and of course, growth in selling.
Klik didn't put any effort into their commercials
In most traditional commercials, the actors are overacting, saying that the product is the best product in the world. We filmed a look-alike commercial and turned it into a parody, by dubbing the actors with funny voices and putting a Klik patch on the real product.
The commercial started with the saying: "you are not interested in commercials, so we didn't put any effort in making one".
The commercial was nominated as a Shortlist in Cannes Liones.
It doesn't matter what Klik promotes - when it's tasty, it's tasty.
We took the infomercial trend and decided to promote a product that doesn't really need promotion. While showing the obvious views the product has, Klik was always in the frame but never mentioned. The messaging was - "it doesn't matter what we promote, when it's tasty, it's tasty".
A lottery without prizes
A lot of brands use a lottery to increase sales, but we thought that our product is so good, that we didn't need to give any incentives. With that idea in mind, we created a commercial simply saying - "buy our product and win... nothing!". In order to increase engagement, we created a minisite to enter the lottery, and more than 16,000 teens signed in while knowing that this is a joke.
We don't need the whole presentor, we can use only a small part of him
This time, we used the commercials' presentors trend. We tried to make fun of this by taking Asi Azar, a famous tv anchor who is always seen on TV in different channels and genres. We called him for the shooting but showed only his elbow, with the saying - "We don't need the whole presentor, when it's tasty, it's tasty!".
Grand Effie Award
Winning the biggest prize of advertisement effectiveness in Israel.
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