Re-creation and fundamental changes in the structure of brands can have a lot of positive and negative effects on the relationship between the audience and the brand, and as a result, the sale of products and the experience of the audience. Advertising and marketing campaigns try to implement big corporate decisions with the least amount of risk. When we decide to make fundamental visual changes in the brand, one of the most important risks is that the loyal audience and the secondary audience will not find the product at the point of purchase; For this reason, in the continuation of the environmental campaign to rebuild the Multicafe brand, we focused on changing the product packaging and used other media such as gorilla marketing to place the image of the new product packaging in the minds of the audience. To achieve this goal and replace the image of the new multi-cafe with the old image, we needed an element of surprise that would remain in the mind of the audience.

The mock-up of the classic multi-café packaging in several parts of the city is the product of ideation and targeting of this campaign.