Chill, the Filipino hard-seltzer drink, launches branded ‘venting machines’
Chill, the Filipino hard seltzer brand, has taken to the streets of Manila with a unique take on the humble vending machine.
Chill, the hard seltzer alcoholic drink, has launched venting machines on the streets of Manila
In a bid to engage the Philippines' more passionate consumers, the brand has released "Venting Machines", an enclosed booth to provide people with a safe space to release their frustrations.
The 16-foot-tall booth, which is shaped as a giant can of Chill, features activities designed to help consumers to chill out. The activities allow people to vent their frustrations through screaming, punching, and slicing games. Once the activities are completed the machine dispenses a can of the alcoholic drink and users can share a social message revealing their new state of chill.
The Venting Machines, which hit the streets of Manila on Valentine's Day, enabled the city's lonely and infuriated consumers to vent their feelings about the drama and spectacle which surrounds the annual love-fest.
Created by BBDO Guerrero, in partnership with Chill's parent company Universal Robina Corporation (URC), which is one of the largest food and drink companies in the Philippines.
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Mian David, the chief marketing officer at URC, said, "We wanted to connect with young Filipinos (within the legal drinking age) by offering them a drama-free moment this Love month. We created the venting machine to give them an avenue to have fun and just chill."
“That’s what Chill is all about – it offers a laid-back drinking experience for people who want to just relax and unwind.”
Karen Go, general manager at BBDO Guerrero, said “Younger Filipinos love to creatively express their feelings. Congratulations to our partners at Chill for their successful event and we are excited to see how we can elevate them further.”
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Chill is a hard seltzer drink that contains 5% alcohol, which is the same alcohol content as beer. Globally the hard seltzer market is experiencing significant growth as millennials opt for drinks which are low-calorie, contain natural ingredients and have low sugar content.
The global market is expected to reach $18bn by 2028, while across Asia Pacific it is also experiencing a significant surge. In the Philippines alone, hard seltzer is expected to grow by 38.6% annually and will be worth $10.51m by the end of the year.