Cheersillat

Brain Tank developed a creative advertising campaign for the brand Cheers in Uzbekistan. In the campaign message «Cheersillat — and everything will work out!» use neologism «Cheersillat» which is the verb created from the brand name and means try, act, achieve your goal to encourage teens to action. Video with a meta-narrative mixes live teenagers and an ideal world demonstrating the power of the brand’s message.

The main task was to develop a creative campaign to increase the consumption of Cheers chips in Uzbekistan. The marketing task was to switch consumers within the entire macro-snacks category (bars, nuts, popcorn, etc.) to Cheers chips.

Thanks to the effective «deep dives» and their «weighing» with numerous quantitative metrics, the core target audience of the brand crystallized into teenagers aged 14-18. The big picture is that the brand’s target audience is achievers. However, they are constrained by adolescent inhibitions and fear of taking the first step toward their achievements. The task was to find a tool that would help a teenager take that first step.

The campaign message «Cheersillat — and everything will work out!» is based on the principle of a colloquial approving call to action, where «Cheersillat» is a neologism created from the brand name and a verb that encourages action. Cheersillat! means try, act, achieve your goal. In Uzbek, the slogan sounds like «Cheersillat va hammasini eplaysan!»

One manifestation of the equitable Cheers campaign was a video, for which Brain Tank created a meta-narrative that mixes live teenagers and an ideal world demonstrating the power of the brand’s message.