To promote the Philips Air Fryer, a device that fries food with air instead of oil, Ogilvy & Mather Singapore created a devious new product. Air-Oil is the first cooking oil made entirely out of air. It is, essentially, an empty bottle. Launched on the market like a genuine FMCG product, Air-Oil was distributed throughout supermarkets, placed on shelves next to regular cooking oils. Supported by outdoor advertising and a point-of-sale campaign with collateral and in-store cooking demos, each bottle also acted as a voucher. Customers could take the bottle to the electronics department and use it to redeem a discount, which many did.
Are you credited on this winning entry?
There's a Pencil with your name on it. Drop us your details for further information about how you can order your Pencil. If you've previously won In Book or a Nomination and would like to celebrate your achievement with a Wood or Graphite Pencil, please let us know.