Encona is the UK’s number one hot pepper sauce brand, with a loyal fan base in the UK's Caribbean community. My Agency was appointed to take the brand on to TV for the first time, to help the brand reach a wider, audience and to show off the range of flavours. The creative features real Encona fans and the idea poses the question: 'Hot or sweet, which are you?'. It playfully shows some of the ways Encona helps people to banish the taste of bland food with its range of 12 different hot and sweet sauces. The ad also features a distinctive ‘eefing and iffing’ soundtrack.
"This is a big step for us and My Agency really captured the brand's personality, working tremendously quickly and collaboratively with us to make this campaign happen."
Before we started My Agency, we created very successful adverting campaigns for some of the world's most famous brands. The 'Latin Spirit in Everyone' campaign, created by Luke White, was one of the earliest integrated campaigns and ran for 5 years in 15 markets around the world. In the UK alone Bacardi Breezer grew to a brand worth £500,000,000 a year in sales and reignited the all but dead alcopops market.
The idea behind the campaign was based on the notion of dual personalities. It drew a parallel between Bacardi Breezer which looked colourful, sweet and innocent on the outside, but was actually quite strong containing a shot and a half of Bacardi rum (the Latin spirit) and people who in their day time persona outwardly appear to be responsible and conservative, but are really wild part animals at heart. 'Tomcat' took the original 'Latin Sprit in Everyone' campaign in a fresh and totally integrated direction. The campaign featured a cat who was an old lady's cat by day, but demonstrated his Latin spirit by becoming the 'Prince of Cats' by night. Tomcat became a star in his own right and the brand reached even greater heights in sales, winning many awards including the UK's 'Advertising Campaign of the Year' in 2002.
Once the UK's 3rd largest selling drink, SunnyD became the 4th most hated brand after it was revealed it contained loads of sugar and palm oil. Stories about children turning orange after drinking too much didn't help much either. SunnyD was sold by P&G and the new owners crowd sourced a group of real mums from over 2,000 applicants, to help completely reformulate the product. New SunnyD was now all natural, but could Britain's mums forgive it? To give mums the confidence to buy it again, we decided honesty was the best policy. PR used the mum's from the Parent's Advisory Group to tell the story, while print and radio used the negative preconceptions of the brand to tell the story of how it had been radically reinvented. TV which was aimed at mum's and kids, dramatised the role mums had played by making mum a hero, defending new SunnyD from the bad old ingredients, who wanted back in. Millward Brown scored the advertising in the top 5% of campaigns they pre-test. Sales are 15% up year on year, despite a nearly 50% price rise.