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December 2009
The California Lottery:  Ketchup
The California Lottery Print Ad -  Ketchup


Print advertisement created by Alcone, United States for The California Lottery, within the category: Gaming.


Introducing our new holiday Scratcher. It makes any bottle festive.

Advertising Agency: Alcone Marketing Group, Irvine, USA
Creative Directors: Luis Camano, Carlos Musquez
Senior Art Director: Jason Penning
Art Director: Justin Wright
Copywriter: Cameron Young
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rehpani's picture

heinz ketchup!!!

Activity Score 308
Etorres Publicidad/ITSU
atb2005's picture

I am surprised people don't get this. It's a wonderful example of guerrilla marketing. You just put this instant ticket - "scratcher" - over any bottled gift. It's not uncommon to buy someone, say, a bottle of wine. You might as well get them a ticket in the California lottery. Who knows, they may win!

Activity Score 13547
Shawali's picture

It'd work better if it was if the idea was declined with a bunch of random objects. The link between the ticket and the ketchup bottle is not clear. If we had other examples, we could understand that you can put the ticket on whatever, it'll make it a supper gift.

Activity Score 8428
Art Director at freelance visual creative/Paris, France |

No one cares about child labor, eye donation or saving the Earth: NO PSA!!!

atb2005's picture

I think they used the ketchup bottle - the less obvious choice - to show that ANY bottle would look festive. It's just a joke. Of course, it would be silly to buy someone ketchup with some sticker on it! lol

Activity Score 13547
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