When McDonald's decided to launch the famous Ovomaltine Milkshake by buying all the exclusive rights to use the Ovomaltine brand, a flavor Bob's - a small Brazilian fast food company - had on their menu since the '50s and could no longer use the brand name for advertising their product, the general public was not happy at all. So instead of creating a new name for our milkshake, we gave a name for theirs: #milkfake.
With a simple but bold campaign, we proved our brand love was powerful with a hashtag used by millions and a Facebook post that went viral, making other brands, YouTubers, and influencers join the conversation to be by our side.
The result of this organic hit was an increase of more than 30% in sales; the outshine of McDonald's campaign, and a twist on how Bob's expressed their brand's voice on social media - to this day. 🥤
✦ EFFIE AWARDS - EFFIE WORLDWIDE \ Bob's MILKFAKE — 2017 SILVER BEVERAGES - NON-ALCOHOL