Chile – Eristoff

Turn on the Night

Challenge

Bacardi saw an opportunity to regain ground in the local spirits market in Chile with Eristoff, a vodka whose market is primarily youth-based. Despite Eristoff selling well in Chile, Pisco and whiskey have increased their market share over vodka in-country, in and Bacardi wanted to place their Eristoff vodka center stage with a new campaign aimed at their college-aged public, with an active nightlife.
Client
Bacardi
Capabilities
Key Visual

Out of Home

Solution

Capitalizing on the word -OFF which ends their brand name, DAf developed up a claim that talks about getting offline, turning off work and other responsibilities, all while turning on the nightlife. Using the claim “Apaga la rutina, Prende la noche,” (Turn off your routine, turn on the night,” we sought to place Eristoff at top of mind for these consumers, encouraging them, post-pandemic to get together in person and enjoy Eristoff in person, with friends. The campaign was run on billboards, in the metro and on bus shelters, and a 30-second radio spot suggested that consumers turn off errands and household chores and work, to turn on their night.

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Key Visual

We created a jewel toned palette reminiscent of the series Euphoria, and a streetscape with neon lights in blue and pink tones, and shot stills of the bottles and of people dancing in the easily-recognizable Blondie nightclub in downtown Santiago, which has played an important role in music and culture in Santiago since the early 1980s when it opened, and had also had to turn “off” for more than 500 days during the worst days of the pandemic. The two bottles representing their regular and “black” versions are lit in blue and pink light, respectively.
Key Visual
Key Visual

Out of Home

To reach consumers, we chose high traffic areas for billboards, bus shelter and metro station installations.
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Full Width Pic

Apaga la Rutina, Prende la Noche