Fail – Sip'n Save Australia 2014 | Clapboard Ad Archive

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Fail - Marlin, Fail - Bike, Fail - Trampoline, Fail - Sno... - Sip'n Save | Clapboard Ad Archive

Sip'n Save’s 2014 campaign with Australian agency kwp! injects a dose of dry, everyman humor into the Retail Services category, presenting a suite of films under the theme Fail – with instantly relatable episode titles like Fail - Marlin, Fail - Bike, Fail - Trampoline, and Fail - Sno that lean into everyday near-disasters with a wink to the viewer. Each spot pivots around awkward, unlucky, or just-missed-it moments—someone taking a near tumble off a bike, a fishing mishap, or a trampoline gone awry—depicting a reality where plans are foiled but never fatally, all delivered with a light touch that lets the audience recognize fragments of their own lives in these vignettes. The creative through-line That was close. So are we is more than tagline fodder; it strategically situates Sip'n Save as not just a neighbourhood bottle shop, but a dependable safety net for life’s minor calamities, reinforcing the retailer's proximity and reliability at both a physical and emotional level. This approach aligns seamlessly with what Clapboard’s taxonomy would classify as FORMAT#2—Show the Problem, where Sip'n Save leverages the comedic tension of on-the-brink scenarios to surface an implicit need: after life throws an inconvenient curveball, sometimes what you want is an easy win, a nearby place to grab a drink or treat yourself. Rather than lecturing or dramatizing, the campaign humanizes the brand through concise sketches that forgo testimonial, symbolism, or elaborate stories, leaning hard into the creative clarity of problem-solution advertising — the fail is the problem, Sip'n Save is the wink-and-a-nod fix. Visually crisp, pacey, and executed with an understanding of the Australian market’s love for self-effacing humor, the series flexes kwp!’s ability to activate a challenger brand voice within a cluttered retail landscape, opting for connection over hard sell and appearing genuinely in sync with the customer’s mindset after a tough day. The film assets, five in total, reinforce emotional recall not just through repetition but through the universality of the scenarios, suggesting the retailer is as omnipresent as the everyday fumbles we’d rather laugh off than dwell on. The campaign earns 56/100 in Clapboard’s global creative archive. In a market where functional convenience is often a given, Sip'n Save’s campaign demonstrates that emotional proximity and candid self-awareness can be just as persuasive.

Credits

Client

Sip'n Save

Agency

kwp!

Creative Director

James Rickard

Art Director

Corey Swaffer

Creative

Amy Weston

Music

Justin Astbury, Justin Pounsett

Producer

Ann Romeo, Micky Grant, Hayley Johnson

Post Production

Richard Coburn

Account Management

Gill Phillips, John Baker, David O'Loughlin

Production House

Kojo

Category Mind Map

48%

The Sip'n Save campaign, launched in Australia in 2014, employs a humor-driven approach to position the brand as approachable and closely connected to its customers’ everyday experiences. Through a series of short films depicting humorous "fail" moments—such as marlin fishing mishaps—the campaign subtly underscores the idea of being “that close,” mirroring the brand’s promise of convenient savings and accessibility. The implication is that just as these near-success failures resonate with common frustrations, Sip'n Save is always close at hand to help shoppers avoid costly mistakes and save money. Strategically, the campaign leverages relatable, lighthearted content to engage a broad retail audience accustomed to value-driven shopping. By focusing on everyday scenarios that elicit empathy through humor, the creative angle humanizes the brand and fosters a sense of connection without overtly selling products. The choice of film as the medium supports narrative storytelling that captures attention and encourages sharing, while the modest online engagement metrics suggest an early-stage or niche reach rather than mass exposure. Positioned within the retail services sector, Sip'n Save’s insight appears rooted in consumers’ desire for practical savings solutions amid routine challenges, with the humorous fails acting as a metaphor for the pitfalls the brand helps shoppers avoid. Overall, the campaign seeks to embed Sip'n Save in consumers’ minds as a trustworthy and convenient savings partner through relatable storytelling rather than direct promotional messaging.

FORMAT#2 SHOW THE PROBLEM — Highlights a relatable problem, then shows the product as the solution. The campaign’s recurring “Fail” theme across titles like “Fail - Marlin” and “Fail - Bike,” paired with the punchline “That was close. So are we,” signals a classic Show the Problem structure. The humorous setups present everyday mishaps or near-disaster moments (the ‘problem’), after which the tagline and branding imply Sip'n Save as the comforting—and convenient—solution nearby. There’s no mention of a story arc, symbolism, or testimonial but a clear demonstration of situations where the need for a drink or relaxant is evident, making this creative device the closest fit. ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats

1. Woolworths – Market Positioning Woolworths positions itself as Australia’s leading supermarket offering extensive product variety with a strong focus on fresh produce, quality, and everyday low prices. Their customer loyalty programs and widespread store network emphasize convenience and value, appealing to mainstream shoppers seeking reliability and frequent savings. 2. Coles – Market Positioning Coles differentiates through competitive pricing, frequent promotions, and a commitment to sustainability and local sourcing. Their “Down Down” campaign highlights price cuts, while their growing range of private-label products targets budget-conscious consumers looking for both affordability and trusted quality. 3. ALDI – Market Positioning ALDI disrupts the market with a no-frills, discount supermarket model focusing on a limited but high-quality product range at rock-bottom prices. Their minimalist store design and efficient logistics enable them to offer significant savings to cost-sensitive shoppers, carving a niche among value-driven consumers. 4. IGA – Market Positioning IGA emphasizes community connection by supporting local suppliers and tailoring product ranges to neighborhood needs. Their positioning centers on convenience and personalized service, appealing to customers who value regional brands and the feel of a smaller, community-focused retailer. 5. Costco – Market Positioning Costco targets bulk-buyers and value seekers with a membership-only warehouse club model offering discounted prices on large quantities and premium brands. Their strategy centers on delivering high value for families and businesses that prioritize savings through economies of scale and quality assurance.

Q: What is Fail - Marlin, Fail - Bike, Fail - Trampoline, Fail - Sno... about? A: Fail - Marlin, Fail - Bike, Fail - Trampoline, Fail - Sno... is a professional campaign created for Sip'n Save by the Australian agency kwp! and released in 2014. The campaign consists of a series of short films, each depicting humorous everyday mishaps or near-misses, such as a marlin fishing fail, to engage audiences within the retail services sector. The central creative idea is to use these relatable, lighthearted scenarios to position Sip'n Save as a brand that is always close by, ready to offer value and convenience when customers need it most. The tagline That was close. So are we encapsulates this promise. Q: What creative device does Fail - Marlin, Fail - Bike, Fail - Trampoline, Fail - Sno... use? A: Fail - Marlin, Fail - Bike, Fail - Trampoline, Fail - Sno... employs the Show the Problem creative format, as classified by Clapboard's 12-format taxonomy. Each film highlights a relatable problem—such as a near-disaster or comic mishap—before positioning Sip'n Save as the solution through the campaign’s punchline That was close. So are we. This approach avoids overt product demonstration or testimonials, instead relying on the universal appeal of everyday fails to create an implicit connection between the brand and the consumer’s need for a convenient, supportive retail partner. Q: What is the campaign proposition for Fail - Marlin, Fail - Bike, Fail - Trampoline, Fail - Sno...? A: The campaign proposition for Fail - Marlin, Fail - Bike, Fail - Trampoline, Fail - Sno... centers on positioning Sip'n Save as an approachable, customer-centric brand that understands the everyday challenges and frustrations of its audience. By using humor and relatable fail moments, the campaign suggests that Sip'n Save is always nearby to help shoppers avoid costly mistakes and access savings. This strategy targets value-driven consumers in the retail sector, aiming to foster trust and loyalty by humanizing the brand and emphasizing its commitment to convenience and practical support in daily life. Q: How does Fail - Marlin, Fail - Bike, Fail - Trampoline, Fail - Sno... rank in Clapboard's archive? A: Fail - Marlin, Fail - Bike, Fail - Trampoline, Fail - Sno... holds a Clapboard Campaign Score of 56/100. This score reflects Clapboard's assessment of the campaign’s creative ambition, execution quality, and cultural relevance within the global ad archive. Q: Who are the competitors in Sip'n Save's category? A: In the Australian retail services sector, Sip'n Save competes with several major players: Woolworths leads with a focus on product variety and everyday low prices, Coles emphasizes competitive pricing and sustainability, ALDI attracts value-driven shoppers with its discount model and efficient store design, IGA stands out for its community orientation and personalized service, and Costco appeals to bulk-buyers seeking savings through its membership warehouse format. Each competitor brings a distinct approach to value, convenience, or local relevance within the market.