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.
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