Clorox Whips up Soy Vay Chicken Promo in Outer Space - Event Marketer

Clorox Whips up Soy Vay Chicken Promo in Outer Space

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Brand: THE CLOROX CO.
Agency: CURRENT SWIRL INTEGRATED MARKETING
Awards: EX AWARDS — BEST P.R. STUNT
Year: 2014

For foodies, meals are about much more than sustenance—they connect people. And the food products they love, well, the good ones have a good story behind them. Like The Clorox Company’s Soy Vay sauce, which got started by friends at a potluck party in 1980. The product has a small, extremely passionate following, but Clorox wanted to get scrappy, expand and create an awesome story to make Soy Vay top of mind with more consumers.

The campaign, “The Awesome Sauce,” set out to build interest and buzz by investigating whether or not a Soy Vay marinated chicken would cook in space. The result was Soy Vay Apollo ’13, a Soy Vay bottle-shaped space capsule containing a marinated chicken that would launch from Nashville, TN, (meeting FAA regulations) and go upward via a weather balloon (while slowly cooking in sub-zero degree temperatures) to 100,000 feet and into the stratosphere. The balloon would then—and did—pop, sending the capsule slowly back to earth, which was then tracked via GPS and retrieved by a chaser vehicle. Upon retrieval, the chicken was taken to a post-launch event to be consumed by the masses.

The closing event was held at Cumberland Park in Nashville, where consumers enjoyed food, live music and giveaways. A campaign event-landing page offered all the details on the mission, a peek into the space capsule, the team and the history-making recipe. By the end of the stunt, 52 percent of those aware were “more likely” to purchase because of the campaign. Soy Vay also experienced a 63 percent increase in aided brand name recognition.

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