NESTLÉ THOMY | THE SAURK
Product innovation
About 100 years ago, Nestlé's condiment brand, THOMY, invented the aluminium sauce tube. Since then, THOMY sauces have become a staple in German households. But in what has become a commoditised category, THOMY has seen a decline in brand presence among Millennial and Gen Z audiences. To rejuvenate the brand, we had to think outside of traditional advertising… Behold, the Saurk. A fork that sauces.
The unique twist-on fork, with a strategically placed hole, screws exclusively onto THOMY tubes. It completely reinvents the user experience (and eating in general) while honouring the heritage of the brand’s iconic tube.
The Saurk gave a new generation of consumers a reason to love and talk about the brand. It spread joy, disrupted the category, drove engagement, and achieved tremendous commercial success. THOMY saw a 38% increase in the volume of sales, a 40% increase in the value of sales, demand in 129 countries, and a reach of 340M on social media.
To stand a chance to win one, visit here… https://saurk.thomy.de/
Fits all 100 and 200ml German and Swiss Thomy tubes.
Awards and recognition:
Art Directors Club for Germany 2024 (ADC) - Bronze - Activation - Promotion - B2C Werbemittel (Translation: B2C-Advertising Material)
Art Directors Club for Germany 2024 (ADC) - Bronze - Activation - PR Activation - Product PR
Art Directors Club for Germany 2024 (ADC) - 2 x shortlists
First place - HorizonT.net* "Kreation des Monats Mai 2023"
The BEST AGENCY 2024** - Shortlist “Loud & Bold” Kategorie
And the THOMY Saurk was used as a best practice case at the TikTok booth at the OMR Festival** in Hamburg in 2024.
*HORIZONT is the leading media brand for news, facts, background information and live events in the marketing, advertising, and media industry in Germany.
**The BEST AGENCY Awards recognise the best agencies from Germany, Austria and Switzerland in various categories. A jury consisting purely of clients determines which agencies they consider to be the best, independent, neutral, quality-oriented. Facilitated by Cherry Picker DE.
***OMR - One of the world’s largest events for digital and online marketing and technology, hosted annually in Hamburg (Germany).
Credits:
Client - Nestlé Germany and Switzerland
Agency - McCann Frankfurt, Craft Düsseldorf, MRM Germany, Weber Shandwick Germany
European CCO - Adrian Boton
CCO - Götz Ulmer
ECD - Donovan Bryan
CD - Marion Bryan
Senior Copywriter (English) - Jonathan Dennis
Senior Art Director - Sunét Willemse
Transcreation Copywriter (German) - Thomas Auerswald / Alex Holtz
Global Lead, Director of Product Excellence - Carmen Bistrian
Creative Excellence - Connie Bedenk
Editor and motion graphics - Jordon Dennis
3D - Mathias Boyungs
Sound Engineer - André Weigel
Head of Television - Jonathan Helmer
Head of Insights and Channel planning - Ivana Uspenski
Strategy Director and Comms planning - David Braun
Account Management - Susanne Thill, Corinna Heinmöller