This La Tomatina Campaign Will Paint the Town Red
Amelia Roblin — July 20, 2011 — Marketing
References: chriscavill & packagingoftheworld
For the most part, tomatoes are grown and sold for the purpose of eating, but this La Tomatina campaign reminds consumers that once a year, the juicy red fruit is meant to be thrown.
For almost seventy years, Bunol, Spain, has been rendered red by a city-scale food fight starring the ripe rouge food. Recently, UK graphic designer Chris Cavill took on the task of publicizing this event with a number of clever marketing tactics that rethink the conventional image of a tomato.
It begins with the tin can packaging, which is labeled with a 'Spanish Red' color swatch foreshadowing the eventual state of the urban landscape. This La Tomatina campaign also incorporates cars, street front vestibules and floor tiles with faux tomato spatters in anticipation of the occasion.
For almost seventy years, Bunol, Spain, has been rendered red by a city-scale food fight starring the ripe rouge food. Recently, UK graphic designer Chris Cavill took on the task of publicizing this event with a number of clever marketing tactics that rethink the conventional image of a tomato.
It begins with the tin can packaging, which is labeled with a 'Spanish Red' color swatch foreshadowing the eventual state of the urban landscape. This La Tomatina campaign also incorporates cars, street front vestibules and floor tiles with faux tomato spatters in anticipation of the occasion.
Trend Themes
1. Colorful Branding - Creating unique, colorful branding campaigns that stand out from the competition.
2. Event-focused Marketing - Designing marketing tactics that cater to specific events and holidays to capitalize on consumer interest.
3. Alternate Product Use Awareness - Reminding consumers of alternative uses or purposes for products to increase brand awareness and generate buzz.
Industry Implications
1. Food and Beverage - Incorporating unique packaging and marketing tactics to promote food and beverage events or products.
2. Tourism and Travel - Designing event-focused marketing campaigns to promote tourism and travel to specific destinations.
3. Advertising and Branding - Creating disruptive and eye-catching branding campaigns that push the boundaries of traditional advertising.
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