"Anything" and "Whatever" are supposed to be unique beverages. It comes in 2 names and 6 random flavours.
"Anything" is carbonated and comes in Cola, Cola with lemon, Apple, Fizz up, Cloudy lemon and Root beer flavors. "Whatever" is non-carbonated, more tea flavoured and comes in Lemon tea, Peach tea, Jasmin green tea, White grape tea, Apple tea and Chysanthemum tea flavours.
Johnson Tan, MD of marketing company, Out of the Box (OOTB) introduced a surprise-packaging concept such that every beverage has a generic design, ensuring that consumers are unaware of the flavour of the purchased beverage until they drink it.
"The concept was developed through the experience a group of friends and I kept having whenever we were at the coffee shop or at home," Johnson Tan said. "People kept telling us they just wanted ‘anything' or ‘whatever' whenever we asked them what they wanted to drink."
One of their marketing campaign involve plastering some 450 posters of pudding cleavages at bus-tops framed by empty cans, with suggestive lines like, " I can easily be satisfied by Anything,: or "Promise me Anything and I 'll marry you."
However, just 3 days after the bus stop displays went up, 90 % of the posters were defaced, damaged or missing. People oped up the mock cans, dented the and some old folks who collected empty cans for money, "harvested" the displayed cans.
The empty cans, which in its original form were sealed shut, posed a serious dengue threat to the public after numerous cans were vandalised to the point where it could collect and store stagnant water.
In a statement, OOTB said "to our greatest regret, we realised that the empty cans at almost 450 bus stops had been tampered with, some even torn down with the flaps opened. This has caused much concern by some members of the public who felt that the opened cans posed possible dengue hazards".
"In the interest of the public, the management of OOTB has made an immediate decision today, working closely with Clear Channel to dismantle the canned drinks display at all bus stops".
The mass removal of displays, which took three days to erect, was described by MD for OOTB, Johnson Tan as a "pity" and said "even though we will incur additional cost, we feel that as this is a public concern, we will do anything and whatever to address it immediately". The losses totalled $50,000.
Tan also felt that despite the shortened run of the displays, "we have achieved our objectives of creating mass awareness and attention".
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Personally i think this beverage campaign is seriously flawed. Unique? Maybe. Refreshing? I dun think so.
Anything? Whatever? I want to know what drink or food that i am going to put into my mouth. With a name like "Anything" and "Whatever", it is like telling the consumer that it's ok to NOT have an opinion on what you are putting into your mouth. People do have their individual taste. Frankly, I myself dun like cola or lemony drinks and i know many people dun like tea flavored drinks.
Other than a few weak miserable puns, the beverage absolutely has no strong selling point. No pulp, no vitamins/minerals, no special taste/flavor, no calcium etc. Just random flavor.
At some point, consumers are going to ask themselves,"What am i buying?". Frankly, only a kid would pay $1.20 for the amusement for a randomly flavored drink.
Below are the TV advertisments for "Anything" and "Whatever". Some people seemed to find them funny, but i dun.
Whatever TV commercial.
Anything TV commercial.
"Anything" is carbonated and comes in Cola, Cola with lemon, Apple, Fizz up, Cloudy lemon and Root beer flavors. "Whatever" is non-carbonated, more tea flavoured and comes in Lemon tea, Peach tea, Jasmin green tea, White grape tea, Apple tea and Chysanthemum tea flavours.
Johnson Tan, MD of marketing company, Out of the Box (OOTB) introduced a surprise-packaging concept such that every beverage has a generic design, ensuring that consumers are unaware of the flavour of the purchased beverage until they drink it.
"The concept was developed through the experience a group of friends and I kept having whenever we were at the coffee shop or at home," Johnson Tan said. "People kept telling us they just wanted ‘anything' or ‘whatever' whenever we asked them what they wanted to drink."
One of their marketing campaign involve plastering some 450 posters of pudding cleavages at bus-tops framed by empty cans, with suggestive lines like, " I can easily be satisfied by Anything,: or "Promise me Anything and I 'll marry you."
However, just 3 days after the bus stop displays went up, 90 % of the posters were defaced, damaged or missing. People oped up the mock cans, dented the and some old folks who collected empty cans for money, "harvested" the displayed cans.
The empty cans, which in its original form were sealed shut, posed a serious dengue threat to the public after numerous cans were vandalised to the point where it could collect and store stagnant water.
In a statement, OOTB said "to our greatest regret, we realised that the empty cans at almost 450 bus stops had been tampered with, some even torn down with the flaps opened. This has caused much concern by some members of the public who felt that the opened cans posed possible dengue hazards".
"In the interest of the public, the management of OOTB has made an immediate decision today, working closely with Clear Channel to dismantle the canned drinks display at all bus stops".
The mass removal of displays, which took three days to erect, was described by MD for OOTB, Johnson Tan as a "pity" and said "even though we will incur additional cost, we feel that as this is a public concern, we will do anything and whatever to address it immediately". The losses totalled $50,000.
Tan also felt that despite the shortened run of the displays, "we have achieved our objectives of creating mass awareness and attention".
-------------------------------
Personally i think this beverage campaign is seriously flawed. Unique? Maybe. Refreshing? I dun think so.
Anything? Whatever? I want to know what drink or food that i am going to put into my mouth. With a name like "Anything" and "Whatever", it is like telling the consumer that it's ok to NOT have an opinion on what you are putting into your mouth. People do have their individual taste. Frankly, I myself dun like cola or lemony drinks and i know many people dun like tea flavored drinks.
Other than a few weak miserable puns, the beverage absolutely has no strong selling point. No pulp, no vitamins/minerals, no special taste/flavor, no calcium etc. Just random flavor.
At some point, consumers are going to ask themselves,"What am i buying?". Frankly, only a kid would pay $1.20 for the amusement for a randomly flavored drink.
Below are the TV advertisments for "Anything" and "Whatever". Some people seemed to find them funny, but i dun.
Whatever TV commercial.
Anything TV commercial.
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