Peperami was a small but successful brand in the UK . It had a very successful advertising campaign that had being running for many years. Growth was slowing and the traditional wisdom was to refresh the existing campaign by creating some new executions.
In fact, the ambition of the brand team was much higher. And so the Adcept Methodology was used to scope how the brand could be re-positioned to generate breakthrough growth.
Through the qualitative research of c.70 Adcepts that we created, we found that Peperami was a contradiction. Made from spicy meat it had masculine values, but at the same time it was in a thin ‘willy’ shape and was even packaged in a condom! It was as if it was sending up masculinity. It was made of meat which is supposed to be the centre of a traditional meal but it was a brightly coloured snack. It was inherently subversive and rebellious. The Adcepts that captured this rebellion & humour had real appeal with both target markets – young men and kids. Traditional concepts and mood boards could never have expressed and explored this humorous, rebellious area – concept statements are just too rational & uncreative and mood boards are generic and unoriginal by their very nature.
The Adcept Methodology allowed us to give a focused, rich communications brief which led to the ‘Bit Of an Animal’ campaign. The campaign won seven awards including the IPA Effectiveness Awards, The Planning Award and two Golden Arrows at Cannes. The brand tripled in size as a result of the re-launch.
