I never in my wildest dreams thought that I would get the chance to write about a beer company who are promoting their new beer by making a website entirely made out of chocolate but that is what we have today. The campaign is from Sagres who are a Portugese brewery and as they say in the video they didn’t have enough budget for a print or TV campaign so had to come up with something unique online. The concept is a website made entirely of chocolate by one of the best chocolate makers in the country with all the buttons and links carved down in to minute detail before being shown off at a trade fair. The chocolate was then photographed in high resolution and turned in to the website itself which you can play with here. If you are lucky enough to speak Portugese then you can actually win a small “bite” of the website and a 6 pack of their new chocolate flavored beer. It’s a great concept that ties the product in to the website and although the website is all going to get eaten in the end it will probably cause more of a stir than and TV or print campaign ever could have! Smart marketing indeed…
Sagres is Portugal’s leading beer brand. This year, Sagres brewed a new product: Sagres Preta Chocolate, a chocolate flavoured stout beer.
Without a TV campaign and very few print materials, Sagres challenged their digital agency to create an online activation for their new product. Using the website as the main promotional tool, Sagres needed to generate a lot of buzz with a new approach.
Given this challenge, the agency’s creative team believed that if Sagres made a chocolate beer, the perfect way to launch it was also to create a website made of chocolate.
This said, the first step was to find and hire the best Maître Chocolatier in Portugal. Mr. Victor Nunes, artistic director of Óbidos International Chocolate Festival, started sculpting the website live at this year’s venue. Later on, his artisan sculptor team finished it at their chocolate factory. The artists sculpted the entire website in chocolate pieces, moulding it according to the design provided by the agency.
Afterwards, at the agency’s studio, the chocolate frame and all the website components were shot in the different positions and stages.
These images became the raw materials for the website.
To invite consumers to try the new product, Sagres offered a piece of the chocolate website and a 6Pack of Sagres Preta Chocolate. Every day, during a specific hour, users can ask for a bite of the wesite.
The finished work can be seen here:
Agency. Grand Union Portugal
Creative Direction – Alexandre Rodrigues
Art Direction / Design / 3D – Diografic
Video Production – Manuel Garcia
Copy / Creative – Rui Costa
Flash Development – Francisco Contel Martins
Marketing Consultant – Maria Midões