In
2011, the French brand of water Contrex, of the group Nestle, was a
big hit with its TV and web ad, Contrexperience.
Aimed
to women, the brand wanted to promote its main product by showing
that ladies can slim down and do sports while having fun. Thus, the
advertising agency Marcel, that is part of the famous group Publicis,
got together with many women in a French city center, and permitted
them to attend a striptease performed by a virtual man made of pink lights,
by pedaling an exercise bicycle. The ad, broadcast on TV, Youtube and
on the Facebook page of Contrex, was a great success and reconciled
physical effort and pleasure. The ad won several prizes such as the
Lion in Cannes and the Grand Prix Stratégies.
Regarding
to the outcome of the Contrexperience, it was worth to create second
one. That is why in September 2012, the brand set some stepper at the
Cité Universitaire of Paris, in front of a big building undergoing a
virtual blaze. A thousand of people were present, and seeing a dozen
of sexy shirtless men calling for help from the building, women
rushed on the steppers and by doing exercise, triggered fire hoses
and put the fire out. Then, the men shew up on the stage,
congratulating the ladies for having burnt 2 000 calories. The same
catchphrase still appear: 'Slimming doesn't have to be boring'.
With
these two ads, Contrex delivers a new message to women: physical
exercises are necessary to slim down, whereas lots of brands and
advertisements promote products to loose weight easily without
efforts. Furthermore, they found a great way to touch women and to
show them how fun slimming can be with using their love for sexy and
muscled men.
Hoping
there will be a Contrexperience 3!
Julie Jamis
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