Rascals by BBDO – Cecemel 2015 | Clapboard Ad Archive

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Rascals - Cecemel | Clapboard Ad Archive

Cecemel’s Rascals campaign, delivered by BBDO for the Belgian market in 2015, is a confident assertion of brand personality in the crowded non-alcoholic drinks space, letting irrepressible attitude and youthful, playful energy lead every frame. Discarding rational messaging and celebrity cues in favor of a lifestyle-first approach, BBDO constructs a singular, swagger-filled vignette — titled Kick Ass forever — that thrives on charisma, mischief, and aspirational cool, all rendered in native Dutch and aimed squarely at a generation that values authenticity and wit. Rather than solving a problem or dramatizing the circumstances around beverage choice, Rascals instead makes Cecemel a signifier of cheeky, energetic individuality, deliberately showcasing personalities and moments that its core audience can see themselves in or aspire to emulate. What Clapboard’s taxonomy would classify as FORMAT#10—Associated User Imagery, this creative moves past traditional product advertising, presenting not just a drink but a lifestyle badge anchored by relatable characters and memorable, high-impact visual symbolism. The campaign’s high-gloss storytelling, energized pacing, and confident, youthful tone cement Cecemel’s role in the everyday rituals of Belgian youths, while the absence of overt functional claims or hard-selling underscores the brand’s conviction in its emotional equity. By eschewing message clutter and elevating user association, BBDO positions Cecemel as the beverage of spirited nonconformists, reinforcing the brand’s role as both reward and fuel for those who want to project a kick-ass persona. The campaign earns 52/100 in Clapboard’s global creative archive. Rascals stands as a clear marker of how personality-driven user imagery can shape beverage preference when brands trust attitude alone to do the heavy lifting.

Credits

Client

Cecemel

Agency

BBDO

Creative Director

Sebastien De Valck, Jan Dejonghe, Arnaud Pitz

Creatives

Jutta Callebaut, Dries Floridor

Director

Floris Kingma

Cinematographer

Gabor Deak

Production House

CZAR Brussels

Producer

Nele Carlier

Category Mind Map

48%

The Cecemel campaign "Rascals," launched in Belgium in 2015 by BBDO, positions the brand as a youthful, energetic choice within the non-alcoholic drinks category, emphasizing a lifestyle that embraces fun, mischief, and a sense of enduring vitality. The campaign’s title, "Kick Ass forever," alongside its lifestyle genre, suggests a promise of lasting excitement and spirited enjoyment linked to the consumption of Cecemel, aiming to associate the product with a lively, confident attitude that resonates beyond mere refreshment. Strategically, the campaign leverages a cultural insight into the target audience’s desire to sustain youthful exuberance and a rebellious spirit, despite the passage of time. By adopting a creative angle that highlights cheeky, playful behavior—implied by the campaign name "Rascals"—the brand taps into an emotional connection with consumers who identify with maintaining a dynamic and vibrant lifestyle. This approach aligns well with a younger demographic or young-at-heart consumers in the Belgian market, who seek beverages that complement their social and active routines without alcohol. The limited viewership and engagement metrics suggest the campaign’s impact was modest in digital reach, perhaps reflecting a focused or niche communication strategy rather than mass awareness. The use of film as the medium further supports an immersive storytelling technique, aiming to capture attention through narrative and character-driven content that embodies the brand’s core values. Overall, Cecemel’s "Rascals" campaign articulates a clear brand proposition centered on vitality and enduring spiritedness, using lifestyle-driven creative execution to engage consumers seeking more than just a drink—an attitude.

FORMAT#10 ASSOCIATED USER IMAGERY — Shows a user profile the target audience can relate to or aspire to. This campaign’s title “Rascals,” lifestyle genre, and swagger-filled YouTube title “Kick Ass forever” suggest the ad showcases playful, mischievous, or cool characters enjoying Cecemel. Rather than dramatizing a specific story or problem, the creative strategy likely centers on aspirational or relatable personalities embodying attitudes the brand wants to evoke—youthful rebellion, charm, or everyday fun. With no celebrity cues, testimonials, problem-solution framing, or comparison claims apparent, and instead an evident focus on vibe and user depiction, this campaign fits Associated User Imagery, creating consumer identification by presenting Cecemel drinkers as cheeky trendsetters. ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats

1. Alpro – Market Positioning Alpro positions itself as a pioneer in plant-based, health-conscious beverages, emphasizing natural ingredients and sustainability. It appeals to environmentally aware consumers seeking dairy alternatives with a strong focus on wellness and ethical sourcing. 2. Innocent Drinks – Market Positioning Innocent leverages a fun, friendly, and ethical brand personality, focusing on 100% natural ingredients and transparency. It targets youth and health-conscious consumers looking for convenient, tasty, and responsibly sourced smoothies and juices. 3. Lipton (Unilever) – Market Positioning Lipton focuses on refreshing, accessible iced tea products that balance taste with wellness benefits. It emphasizes global reach, consistent quality, and innovation in flavors to appeal to a broad audience interested in natural, thirst-quenching drinks. 4. Prado – Market Positioning Prado differentiates itself with a heritage-based approach, offering traditional Belgian chocolate milk and dairy drinks. It highlights indulgence and authenticity, targeting consumers who value rich taste experiences linked to local quality. 5. PepsiCo (Tropicana) – Market Positioning Tropicana is positioned as a premium juice brand committed to delivering fresh, high-quality fruit juice with no artificial additives. It targets mainstream and health-focused consumers wanting convenient nutrition and natural refreshment.

Q: What is Rascals about? A: Rascals is a professional campaign developed for Cecemel by BBDO and launched in Belgium in 2015. The campaign is centered around a film that uses a bold, energetic narrative to reinforce Cecemel’s positioning as a fun, youthful non-alcoholic beverage. Delivered in Dutch, the campaign leverages playful and mischievous characters to embody the brand’s spirited identity, aiming to engage a dynamic audience. With a single media asset, Rascals seeks to foster brand loyalty and encourage trial, using vivid storytelling and memorable visuals to capture attention within Belgium’s competitive drinks sector. Q: What creative device does Rascals use? A: Rascals employs the FORMAT#10 ASSOCIATED USER IMAGERY technique, as classified by Clapboard’s 12-format taxonomy. This creative device centers on showcasing user profiles that the target audience can relate to or aspire to, rather than focusing on a specific narrative or problem-solution scenario. By presenting Cecemel drinkers as cheeky, trendsetting individuals, the campaign creates consumer identification and positions the brand as part of a lively, confident lifestyle. This approach is designed to resonate with viewers who see themselves reflected in the campaign’s playful, energetic characters. Q: What is the campaign proposition for Rascals? A: The campaign proposition for Rascals positions Cecemel as the beverage of choice for those seeking to maintain a youthful, energetic lifestyle. Targeting a younger demographic and the young-at-heart within the Belgian market, the campaign emphasizes fun, mischief, and enduring vitality. By aligning the brand with spirited enjoyment and a confident attitude, Rascals aims to connect emotionally with consumers who value excitement and social activity, distinguishing Cecemel from competitors by offering more than just refreshment—a vibrant, lasting attitude. Q: How does Rascals rank in Clapboard's archive? A: Rascals holds a Clapboard Campaign Score of 52/100 in Clapboard’s global ad archive. This score reflects the campaign’s creative ambition, execution quality, and cultural relevance as evaluated by Clapboard’s curatorial standards. Q: Who are the competitors in Cecemel's category? A: In the non-alcoholic drinks category, Cecemel faces competition from brands such as Alpro, which leads with plant-based, health-oriented beverages focused on sustainability and wellness; Innocent Drinks, known for its playful, ethical brand personality and natural ingredients; Lipton, which offers widely accessible iced teas emphasizing taste and wellness; Prado, which leverages Belgian heritage and indulgent chocolate milk for authenticity; and Tropicana from PepsiCo, positioned as a premium juice brand delivering fresh, additive-free nutrition. Each competitor targets distinct consumer motivations within the broader food and drink market.