No added sugar rush

This capaign for the Natural Confectionery Company had me really impressed.

The TV ads have a surreal and ‘studenty’ sense of humour – I think the voice-over in this one is by Matt Berry (Garth Marenghi, Mighty Boosh, IT Crowd) – but they are entertaining, quirky enough to match the product, and informative as to the major selling point of the product without taking themselves too seriously.

It’s matched by some fantastic DM work: a pack delivered (by sign-up on money saving websites such as moneysupermarket.com) to parents containing a sample pack of sweets. The fun part is that the little booklet, containing product info, also has fun stickers for kids to play with… and parents too! The stickers form a trail to create an in-house treasure hunt: hide the sweets under a sofa, in the bookshelf, on the knife rack in the kitchen if you’re that kind of parent. It’s all about parents permitting the kids to enjoy themselves with sweeties.


It’s matched by some fantastic DM work: a pack delivered (by sign-up on money saving websites such as moneysupermarket.com) to parents containing a sample pack of sweets. The fun part is that the little booklet, containing product info, also has fun stickers for kids to play with… and parents too! The stickers form a trail to create an in-house treasure hunt: hide the sweets under a sofa, in the bookshelf, on the knife rack in the kitchen if you’re that kind of parent. It’s all about parents permitting the kids to enjoy themselves with sweeties.

Wednesday, 11 February 2009

 

Squibbling Rivalry








Adidas have harnessed the spirit of direct competition in this poster campaign. It reminds me of the running Apple Mac vs PC videos in confidently confronting a direct market rival. It’s an especially close match given the recent execution in which PC is weighing up how to allocate his budget: how much goes on advertising, and how much on actually fixing Vista’s problems?

I like the sly dig at Nike: it seems to suggest that, like Windows in the Apple ad, Nike likes to look good (let’s be honest, the Guy Ritchie and Lance Armstrong ads are seriously cool), but that Adidas better understands what drives the athlete.

 

Dark Humour

I remember this from a while ago. It really tickled me at the time. Really clever use of media space. (Look carefully – it’s for a Funeral Directors’.)

And brief, too. A lot of tube posters have masses of text or pictoral detail, knowing that commuters have more time to read them, but this one gets the message across succinctly and memorably.

 

Snappy Advertising

Love this. All the drama of National Geographic, their amazing photography and the savagery of nature… I’d imagine people felt physically unnerved entering the bus doors. So the ad got banned.

Tuesday, 10 February 2009

 

Good One If You’re Starting Out On Laundry…

I’ve ripped this wholesale from Simon Yuen’s blog, but how good’s this for a DM package? It relies on the postal service to dirty the t-shirt, and the product sample to make it useable again. It certainly demonstrates the confidence of the tagline.

 

 

Gourmet Burger King?

So recognisable that you don’t need to brand it… Well actually no – the world’s most recognisable brand struggles to shift Quarter Pounders in Japan. Removing the branding gives consumers the chance to reappraise the product from square one.

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