Billions of single-use plastic cups wind up in landfills each year. To combat this environmental catastrophe, the Ball Aluminum Cup was born. Unlike plastic, aluminum is infinitely recyclable, making it a much more sustainable alternative to single-use plastic brands like the Solo cup. When you recycle the Ball Aluminum Cup, which is itself made from 90% recycled materials, it can be back on the shelf in 60 days.
As great as this product is, and as much as consumers want to take concrete steps toward more responsible choices, awareness of the Ball Aluminum Cup was minimal. So our goals for the campaign were to increase awareness about the Cup's sustainability due to its infinitely recyclable material, as well as the elevated drinking experience it provides. And to drive purchase consideration and trial of the Ball Aluminum Cup through thought-provoking messaging that would resonate among an eco-concious Gen Z and Millennial audience.
Another important attribute of this disruptive product is that it is more substantial—and more durable—than its red plastic competitors. We felt this was an important point to demonstrate for viewers.
Lastly, we needed strong creative and to break through in order to reach, and motivate, our eco-concious Gen Z and Millennial audience—a difficult task when budget is limited.
We started with the insight that the Ball Aluminum Cup is more than a terrific product; it’s also an opportunity to make a statement about your values, to show the world—or at least your party guests—that you care about sustainability. Swapping out single-use plastic cups for the Ball Aluminum Cup is an easy change to make, that can make a real difference.
In our “Make a Statement” campaign, the medium becomes the message, showcasing handcrafted statements written directly on the cup—much in the same way that people write their names on their disposable cups at parties. This allows us to put the cup—and branding—front and center in the campaign, but in a way that would break through in the social feed.
Irreverence and authenticity are critical in this campaign, as we know this tone resonates best with our audience of Gen Z’s and millennials; as much as they care about the environment, lecturing doesn’t go over well with them. So statements speak in a cheeky, colloquial, human voice about the cup’s sustainability as well as its superior durability.
The longer format for YouTube gave us a bit more time to demonstrate the cup’s superiority—simply, and powerfully—by pitting it against the comparatively flimsy red plastic market leader.
Because we wanted to preserve as much of our budget as possible for the media buy, production had to be done on a shoestring. This challenge drove the creative development of the whole campaign, of which this video was one part. By design, the handmade nature of the campaign allows for a pared-down approach, with human hands providing practical action, as opposed to more complicated (i.e. more expensive) effects. Simplicity of idea and execution in the video results in a focus on the humorous messaging of the statements and puts the product, and branding, front and center—in an arresting way.
Wanting the cup to look as good as possible, and to show off its reflective surfaces, required production partners with experience lighting metal—meaning automotive directors/DPs generally beyond our reach. We also needed a highly artistic calligrapher to hand-letter all our statements, a master props team to create our frosty beverage effects, and a special motion control rig to add energy and visual interest to the campaign. So we had to get scrappy to find great production partners within our budget. The power of great creative helped, as did leveraging the relationships of everyone on our team.
Although there had been rapid acceptance of the product at retail, retail sales were not driving planned volume. And unaided awareness was extremely low at 2%. So sales goals were ambitious—but the budget was small. Fortunately, the campaign—of which this video was a key component—performed strongly.
This video alone, in a single channel over a 3-month period, delivered 4.3 million impressions. We also drove video views and post reactions, with a 3.04% engagement rate.
In a 6 month period, sales of the Ball Aluminum Cup doubled. And both positive impressions and purchase intent rose 10 points for the ad-aware. We credit these results to a keen insight, clever creative and the number of executions and assets we were able to create on a small budget.