The Tanzanian market, as any illiterate market, a visual change of appearance can confuse your consumer. The REDD's bottle is under going a drastic change, from a translucent bottle to a green bottle.We came up with concept of a Make Over, reinforcing the message that its the same inside more appealing outside. With the teaser ads we used the same model and showed her being transformed, at the same time we showed the transformation for the bottle.
The idea for the launch was to actually run a nation wide competition with the three finalists' make overs being revealed on the night.
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