La lata que habla, de la cervecera chilena Becker.
Author | Ancery, Paula |
[ILUSTRACIÓN OMITIR]
[ILUSTRACIÓN OMITIR]
"Es sta lata se autodestruirá en cuatro, tres, dos, uno ...", empieza la cuenta regresiva hasta que la voz estalla en una carcajada: "¡Soy Raúl Roberto, sácame de acá!" Las latas son de cerveza Becker--una marca del grupo chileno CCH, que también tiene en su portfolio a Stella Artois y Brahma--y Raúl Roberto es el personaje que creó la agencia Ogilvy para dar a conocer la innovación.
El sistema funciona con un mensaje pregrabado que se ejecuta una vez que la lata es abierta y acciona el sistema fotosensible a partir del contacto con la luz. "Fue un descubrimiento de la gente de Becker. Ellos investigaron y nos lo mostraron", dice Francisco Camacho Martino, director creativo de Ogilvy Chile.
La marca quería comunicar una promoción y en cada pack de seis, ocho o doce latas podía venir una de las parlantes, canjeable por más latas.
"Esos envases vienen con este sistema y un poco de líquido encapsulado y pesan lo mismo que uno normal, para generar la sensación de que sí contiene cerveza y así 'engañar' al consumidor", agrega Camacho. En total, había 10.000 latas en cada una de las cuales se podía escuchar uno de los cinco diferentes mensajes de Raúl Roberto.
Pero ¿cómo es, concretamente, Raúl Roberto? La agencia lo creó para resolver el brief. El personaje es tan minúsculo como para caber en un cubilete de dados--y así, ocuparse de crear una generala servida--, festejar los tantos de metegol abrazándose con los muñequitos o quedarse atrapado en una lata, al caerse del hombro de un amigo que trabaja en la fábrica de Becker. Porque si hay algo que es Raúl Roberto, además de pequeño, es un amigo incondicional, de esos que uno no querría perder por nada del mundo.
"Teníamos una lata que hablaba y decidimos inventar que dentro de ésta había un tipo perdido. Eso nos llevó a crear un personaje de un tamaño tal que cupiera en el envase", sintetiza Camacho. "Una vez solucionado el tema de por qué la lata hablaba, le dimos forma a una...
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