Profilo – The Instant-Cool Ad

Profilo refrigerators feature the Chiller Plus technology, which cools significantly faster than standard fridges. However, potential customers who don’t yet own a Profilo haven’t had the chance to experience this speed firsthand. We asked ourselves: How can we demonstrate the power of Profilo cooling in homes that don’t have one yet?

There is a well-known life hack: if you wrap a beverage in a wet paper towel or even a damp piece of newspaper, before putting it in the freezer, it cools down several times faster. We decided to turn this piece of everyday physics into a direct brand experience.

We created a print ad that appeared in regular newspapers. The ad wasn’t just to be read; it was designed to be used. Readers were encouraged to tear out the page, wrap it around their drink, soak it with water, and place it in their freezer. By using the standard newsprint to speed up the cooling process, users experienced a “demo” of the Profilo Chiller Plus speed right in their own kitchens.

It wasn’t just an ad; it was a physical proof of performance using the medium itself.

The transcript:

For those who don’t own a Profilo (yet)
THE INSTANT-COOLING AD

By following the four simple steps below using this ad, you can cool your beverage significantly faster than usual. Until you own a Profilo refrigerator, you can experience the Profilo Chiller Plus feature right here.

Tear out this ad -> Wrap it around your drink -> Soak it -> Put it in the freezer