Chilly’s flips the ordinary in first campaign with VCCP London

Reusables brand, Chilly’s is launching Flip The Ordinary, a campaign to introduce its new Series 2 Flip bottle to the UK market and attract a new, younger and more active audience to the brand.

The campaign comes after Chilly’s appointed VCCP London as its lead agency partner across creative, media and production. The reusable product maker will now work with VCCP London and VCCP’s media planning and buying agency, VCCP Media, and its global content production studio, Girl&Bear to bring to life the integrated campaign and help grow market share.

Chilly’s new Series 2 Flip has been created to attract a younger, more active audience to the brand that rejects conventional paths. Described as ‘urban explorers’; they carefully choose products and brands that marry superior function with style.

Flip the Ordinary heroes the sophisticated design and colourful aesthetic that make the Series 2 Flip the perfect choice for people who are always on the move. Chilly’s ‘Flip the Ordinary’ was born from three truths:

• First, a brand that flipped convention by normalising reusable, not single-use plastic, bottles
• Second, a product with a flip cap designed to let you drink without constraints while on-the-go
• Third, people’s desire to uncover new unexpected experiences and choose a better, more playful way

The product was originally called the Series 2 Sport but as part of VCCP’s creative brief they had the licence to change the name and developed the re-named Series 2 Flip to match the goals that Chilly’s wanted to achieve.

The OOH, OLV, social and AV creative uses an optical illusion to dramatise the 'Flip the Ordinary’ strapline. In the creative a girl is sitting on a ledge, effortlessly leaning against a wall of water while taking a sip from her Chilly’s Series 2 Flip. Her hair flows upwards against gravity giving the viewer the impression that all is not as it seems.

This concept will be brought to life in a multi-sensory immersive experience in the heart of London called 'The House of Flip'. Free to enter, the event helps Brits understand Chilly’s mission of accelerating the adoption and everyday use of its reusable products. Visitors will be able to see the idea of ‘Flip the Ordinary’ brought to life in five interactive and instagrammable rooms that take them on a 45 minute journey to bring to life features of the Series 2 Flip bottle. The rooms take inspiration from the five product colours and core features and include the Chilly’s Beach, down in the Clouds and the infinity Abyss.

Sabina Ford, Marketing Director, at Chilly’s said:“We are excited to work with VCCP on this project as we feel that the team truly understands what we are trying to achieve and are helping us make it a reality. People need the tools to make sustainability part of their everyday life and we are on a mission to create products that seamlessly fit into active urban lifestyles.”