California Lottery: Ketchup
Introducing our new holiday Scratcher. It makes any bottle festive.
Advertising Agency: Alcone Marketing Group, Irvine, USA
Creative Directors: Luis Camano, Carlos Musquez
Senior Art Director: Jason Penning
Art Director: Justin Wright
Copywriter: Cameron Young
Published: December 2009
4 Comments
heinz ketchup!!!
I am surprised people don't get this. It's a wonderful example of guerrilla marketing. You just put this instant ticket - "scratcher" - over any bottled gift. It's not uncommon to buy someone, say, a bottle of wine. You might as well get them a ticket in the California lottery. Who knows, they may win!
It'd work better if it was if the idea was declined with a bunch of random objects. The link between the ticket and the ketchup bottle is not clear. If we had other examples, we could understand that you can put the ticket on whatever, it'll make it a supper gift.
I think they used the ketchup bottle - the less obvious choice - to show that ANY bottle would look festive. It's just a joke. Of course, it would be silly to buy someone ketchup with some sticker on it! lol