ARO - A low-cost brand that sells straight forward, FMCG products, doesn’t a stand a chance in a world full of amazing ads for amazing benefits, life-changing qualities and overflowing premium-ness. Unless ARO plays the game. We used our most regular attribute to its full potential. Our price. So much so that it transforms the products in something quite sensational. We reframed the narrative to tell a simple truth: when you pay that little for ARO products, you actually get Sensational price – quality report. Because our products are really sensational (for their cost) we took a page straight out of the book of brands like Apple, Prada or Magnum and we created 4 TV commercials for our lead SKUs with production value meant for Sillicon Valley projects. With a very self-ironic tone of voice we showed that the triviality of our regular products turns to sensationalism when you take price into consideration. And that’s how ARO wins the game.
Geometry Team Mihai Fetcu – Creative Director Bogdan Costin – Senior Copywriter Costina Dinulescu – Senior Art Director Andreea Deliu – Art Director Dorina Sandu – DTP Manager Andreea Apostoliu – Strategic Planner Adriana Staicu – Account Director Mara Constantinescu– Junior Account Manager Simona Chiritoiu – Traffic Manager METRO Team Marina Zara – Head of Marketing Andreea Diaconu - Senior Marketing Communication Manager Marian Profir - Campaign Manager