Long lasting CopyCat

The Copy




“Longer flavour.
Longer chew.”
Agency: Ogilvy, Cape Town, South Africa. 2010


The Original

“Long lasting taste.”
Agency: JWT/PPGH GROUP, Amsterdam.2006

Anchor Squirty Cream | Every Dessert Deserves A Squirt

“Every Dessert Deserves A Squirt” 
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Cheeky Little Squirt :: So simple even a baby can do it.
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Gourmet Granny :: It’s my birthday and I’ll squirt if I want to
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Squirty Slice :: It’s not just dessert that deserves a squirt
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Monkey Business :: Don’t monkey around with dessert. Just add Squirty
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Squirty A-peel :: Bananas – the perfect match for Squirty Cream
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After Work Squirt : Because canapes should never be without cream

Mini Bis Chocolate: Chocolate Trees

Objective: To communicate a new product to a large audience using social network and reinforce the new brand concept: "Trust no one".


Idea: Mini-cocoa seeds were distributed as gifts to users of Happy Harvest (a game like FarmVille) on Orkut (the largest social network in Brazil). 48 hours later, a surprise: the seeds turned into Chocolate Trees where packages of Mini Bis Chocolate sprouted. Mini Bis Chocolate could be planted, harvested and stolen by farmers, strengthening the brand concept - "Trust no one.".


Results:
* More than 25 million chocolate trees have sprouted in the first week of action,
* It was the first time that a brand made a product placement at Happy Harvest.
* 100% of active users were impacted.
* Players who harvested Mini Bis accumulated coins and reached the next level in the game.


Advertising Agency: Ogilvy Brazil
Copywriters: Rico Lins, Eduardo Marques
Art Directors: Marcelo Bruzzesi, Raphael Lucone
Chief Creative Director: Anselmo Ramos
Executive Creative Director: Michel Lent
Creative Director: Angela Bassichetti
Illustrator: Angela Bassichetti
Social Media Planner: Alessandra Ferreira
Account: Mah Lemos, Isabela Atra
Aproved by: Mariana Perota, Fabio Pucci

Ferrero|Tic Tac “Fresh Entertainment”

Ferrero is launching the second phase of its Tic Tac “Fresh Entertainment” campaign which will see consumers’ faces used in banner ads on websites including Ninemsn, YouTube, MySpace and Sensis.
The Fresh Entertainment microsite,  allows  users to play a game which is similar the Tic Tac “Bounce” TV ad. The faces of the top three scorers every day will then feature in display ads on websites the following day. Visitors will also be able to customise their character, invite friends via Facebook Connect and make them additional characters in the game.



Deniz Nalbantoglu, Webling Interactive director, said: “The idea is to help Tic Tac grow brand awareness and loyalty among its key target audience. This extends our earlier work to reach and build relationships with consumers and involve them in the promotion of the brand.”
The microsite also includes Webling’s Tic Tac Shake & Share iPhone app which has so far had over 1.2 million downloads worldwide. The app allows users to share digital Tic Tacs with other iPhone users via Bluetooth.
Ferrero also owns brands including Nutella, Ferrero Rocher, Kinder Surprise and Kinder Bueno.

Cadbury’s Australia| It’s no Picnic | Consumer generated advertising[ engagement]

Cadbury’s Australia launched a campaign recently for it’s Picnic Bar.  Picnic chocolate bar is made of nuts, wafer, chocolate, rice crisps and caramel – quite a mouthful.  George Patterson Y&R, challenged its audience to eat a Picnic in the space of a :30 commercial break. People filmed themselves using mobile phones, webcams and handycams and then created their own TV ads using the website, It’s no Picnic.

The number of responses is usually linked to ease of participation, the equity of the brand and the fun aspect of the ‘act’ involved. This contest was made fun and easy by letting contestants choose one of 50 pre-recorded voice overs. Personalization was made possible by inserting your own name (they had a database of 1400 – in India one would have to a tad more than that!). Hence, the final product looks like a finished, professional TV commercial rather than an amateur home video. And importantly, the approved commercials were dispatched as and when they were created, with every ad airing once – creating a campaign of hundreds of individual spots.

Consumer creation of ads is not new. Doritos, Tide 2 Go and several others (Indica Xeta in India) have all done it. But the ease of creating and airing this campaign makes it appealing. Not to mention the excitement of consumers seeing themselves on national TV. A straight jacketed :30 spot will soon go out of fashion.

Campbell Soup Co.|Neuromarketing

Soup is a product you probably don’t lust for. Sure, a hot bowl of soup is nice after a chilly job of shoveling snow out of the driveway, but rarely is it more than an afterthought, or a quick prelude to a more interesting main course. If you are Campbell Soup Co., though, you DO spend a lot of time thinking about soup. And, as detailed by the Wall Street Journal, they want to understand YOUR hidden feelings about soup to improve their packaging:

Campbell’s marketers were stymied by several problems. First, consumers just didn’t think much about soup, making meaningful market research difficult. Furthermore, they found that traditional market research techniques like asking about ad recall and intent to purchase seemed to correlate poorly with actual buyer behavior. (That shouldn’t come as a shock to regular Neuromarketingreaders.) So, they turned to neuromarketing and biometric research:

By 2008 Mr. Woodard settled on the biometric tools combined with a different type of deep interview to more accurately gauge which consumer communications worked better. Campbell then hired Innerscope Research Inc., a Boston company that measures bodily responses, and other firms to help conduct research.

To be sure, neuromarketing techniques have their doubters. And biometrics tell only if a person reacted to something, not whether they liked or disliked something, and sample sizes tend to be small.

Carl Marci, an Innerscope founder, says his tools can’ t pinpoint what emotions a person feels. But if all the biological metrics move simultaneously in the same direction, the subject is likely to be emotionally engaging with something. [From The Wall Street Journal - The Emotional Quotient of Soup Shopping by Ilan Brat.]

Campbell knew that people actually had a warm emotional feeling about their products. (When you were sick or cold, your mother fed you soup, right? Maybe even Campbell’s soup.) But biometric monitoring showed that this warmth faded in the supermarket soup aisle when the consumer was confronted with a wall of nearly identical red and white cans. So, Campbell started evaluating a series of design changes while monitoring how consumers responded to them.

Based on their biometric testing, Campbell will soon begin rolling out new displays and packaging to try to connect better with customers’ emotions. Key characteristics are:

• Different color packaging for different lines of soups.
• A smaller logo.
• Spoons won’t be pictured.
• Soup pictures will be more vibrant and “steamy.”

Hats off to the Wall Street Journal and reporter Ilan Brat for getting Campbell to go on record for this interesting story that documents the failure of traditional market research and how biometric techniques were used to make specific marketing changes. We hope there’s a follow-up story in a year or so to document the effects of the new displays and packaging.

Beginning this summer and into next year, consumers shopping at grocery stores will encounter a new experience in the soup isle. The Campbell Soup Co. has put the focus on selling more of its condensed soups in the U.S. by redefining the shopping experience, enhancing quality, offering healthier choices, refreshing packaging and launching new marketing initiatives.

The company spent months listening to consumers, photographing its various soups to visually define the ultimate comfort moment when a warm bowl of soup arrives on the kitchen table and rewriting its advertising and promotion. It employed New Age techniques like biometrics and ethnographics to measure consumer response to its soups, packaging and shopping experience and to go head-to-head against the simple meals category.

The result is a well-structured plan affecting more than 60% of the condensed soup line that will play out in soup isles at 24,000 grocery stores boosting a soup portfolio business that generated more than $1 billion in net sales in fiscal 2009.

"We are now in a position to reframe the way we compete in the broader simple meals category," Douglas R. Conant, Campbell’s President and CEO, said, in a release. "Our new marketing efforts will further position soup as a key part of a healthy, well-balanced simple meal and help consumers make more informed choices. We will build on the success of our high-margin, market-leading condensed soup franchise—enhancing its quality, making it healthier and increasing its relevance."

The familiar red and white colors on labels will remain, but changes to other visual elements will evoke a new and different way for consumers to think about Campbell’s condensed soup.  The shelving systems at national retailers will be redesigned.

New ads will position soup and dishes made with soup as a simple meal. The campaign will highlight the fact that soups are an affordable, tasty and nourishing alternative versus several other popular simple meals. It will also promote the fact that the vegetables in "its soup are grown on American farms.

The new initiative improves on substantial investment Campbell’s has made over the last several years that have helped increase net sales of U.S. soup every year since 2003.

Cadbury|Creme Egg|Getting the goo out

Cadbury launches a digital treasure hunt in a bit to drum up interest for its Creme Eggs


That time of year has rolled around again. Creme Egg advertisements are being rolled out so it must be near Easter, This time Cadbury’s has produced a dedicated website.

The confectionary manufacturer is sticking with the story that proved so popular last year – Cadbury Crème Eggs have escaped and are on a mission to release their goo. Cue the strapline – your country need goo!

As with last year, visitors to the website can follow all the egg-sploits on the dedicated website but this time those pesky eggs have wandered even further They can be seen popping up on their websites such as MSN, Yahoo and YouTube. Once consumers have located the eggs they can enter a special code onto the dedicated website t win prizes such as spoons, beach balls, red letter days and a trip to New York. The campaign includes a quiz on Facebook and there are several games on the site to keep the most eggs-itable fans busy.

Cadbury’s are building on the success of a campaign that proved popular last year and looks likely to be again.

BRAND: Creme Egg

BRAND OWNER: Cadbury

CATEGORY: Confectionery/ Snacks

REGION: UK

DATE: Jan 2010

MEDIA AGENCY: CMW

MEDIA CHANNEL

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Wednesday, April 15, 2009

Cadbury Creme Egg :::Here today, goo tomorrow

BRAND OWNER:Cadbury
CATEGORY:Confectionery/ Snacks
REGION:UK
DATE:Jan 2008 - Mar 2008

With Easter coming early in 2008, Cadbury was keen to improve upon the previous year’s Creme Egg sales in a shorter sales period.

Cadbury was looking for a new way to engage with the target audience of 16-24 year olds, moving away from the 23 year old ‘how do you eat yours?’ campaign.

The key consumer insight was that people have a unique experience of the Creme Egg brand.

Unlike other chocolate products, Creme Egg brand values are lived through its consumption, developing a unique consumer connection.. For the youth audience Creme Egg is all about play, so the communication strategy was based on bringing Creme Egg to life through play.

The return of Creme Egg was announced through homepage takeovers, placement of the TV ads online, search, Yahoo spoof editorial and synchronized display formats targeted to the core audience.

Creme Egg integrated with Bebo’s hit online soap opera Kate Modern by creating a fake live event in central London. A Creme Egg Bebo profile page enabled consumer conversation and a place to host the Creme Egg content. It also specially commissioned episodes of cult online series Weebl and Bob and hosted it on movie-themed website goovies.co.uk. There were spoofs of cult films (including Goobusters, Goo and the City and the Wizard of Goo) and introduced the new Creme Egg character.

As a result, there were over 3.5m visits to the microsite, 120,000 WAP site visits and 105,000 mobile game downloads. 180 million more Creme Eggs were sold - a sales increase of 1.8% year-on-year.

Shreddies| if something’s boring, just rotate it 45 degrees to the left and get the party started!

The funny side of making ads

Maggi|Silence

Title: Silence I Agency: Publicis Frankfurt I Client: Maggie |Country: Germany

Wrigley's Orbit gum|Clean It Up

Clean It Up. A stop-motion video featuring animated lips that clean up a rundown home.
Orbit and Evolution Bureau (EVB) have launched a new stop-motion animation video called “Orbit: Clean It Up,” featuring over 500 original drawings created by an artist known as Goons that were shot in stop-motion style over two days in Los Angeles. 
It tells a story about a ball of paper that rolls down a dirty street running into obstacles and cleaning it as it goes until it reaches a dilapidated old house that it cleans in a matter of minutes. The story is intended to capture the brand essence of Orbit gum – clean – and highlight the importance of making the world a cleaner place. 
Art by: Goons, a street artist out of Chicago
Directed by: Ace Norton
Music: Keep It Clean by Camera Obscura
Agency: Evolution Bureau -  http://www.evb.com
Check out more Goons at  http://goonswood.com/

Crowdsourced branding, a disaster for Kraft?

When Kraft launched a spin-off of their uniquely Australian Vegemite spread, they turned to consumers for a name… and it was dropped four days later. Last week another name was announced, can Kraft make it right this time?

The year was 1923 when chemist Cyril Callister took out a newspaper ad announcing his new food invention, a salty yeast extract spread made from the by-products of beer manufacturing, and a £50 award for the best name. Similar to the British Marmite, the sticky brown paste has become a staple in the country, selling more than 22 million jars per year. Over 85 years later, Kraft Foods followed Callister’s plan to name a new milder variation—a Vegemite and cream cheese blend—with much less fanfare.

“Now all it needs is a name,” Kraft launched the new product with a TV commercial by JWT Australia.

iSnack 2.0

Kraft Foods launched an Australia-wide contest in June 2009, putting the product on grocery shelves with special “Name Me” packaging. Over 48,000 entries came in across the country during the three-month contest, (somehow) resulting in the name ‘iSnack 2.0.’
Announced September 26th during the 2009 Australian Football League Grand Final, the name was chosen by a panel of marketing and communication experts in an effort to market the longtime staple to the younger ‘iPod’ generation. Replacing the temporary packaging, the new labels were printed with the tagline: “iSnack 2.0, because it's the next generation Vegemite.”
The name was coined by Dean Robbins, a 27-year-old web designer:

It was all a bit tongue-in-cheek really, the ‘i’ phenomenon and Web 2.0 have been recent revolutions, and I thought the new Vegemite name could do the same.

Left: Original Vegemite spread (Photo: StephenMitchell, Flickr); Right: Packaging for iSnack 2.0 and the “Name Me” contest (Photo: avlxyz, Flickr)

Cheesybite, Vegefail

Within days, criticism was heard all over Australia, especially among the product’s tech-savvy target market who took to YouTube and Twitter (making #Vegefail a trending topic). “The new name has simply not resonated with Australians. Particularly the modern technical aspects associated with it,” Kraft said in a statement on September 30th. The controversial name was discontinued only four days after its launch.

Our Kraft Foods storeroom currently has thousands of jars of the iSnack 2.0 named Vegemite. This product will be distributed around Australia, and will continue to be sold in supermarkets for months to come – until Australia decides upon a new name.

Nameless once again, Kraft scrambled to short-list another six names and let the public decide. Polling more than 30,000 people, Kraft announced the product’s newest name on October 7th: ‘Vegemite Cheesybite,’ which captured 36% of the votes (although many chose ‘none of the above’ and were not included in the vote).

Left: Vegemite Cheesybite, Kraft’s third and (hopefully) last packaging for the new product; Right: Results from Kraft’s survey
The name ‘Cheesymite’ was never considered, due to its popular use for another cheesy Vegemite-based snack in Australia and New Zealand. However it has been reported the name Cheesybite might come with its own legalcan of worms (just what they need).
The new Cheesybite jars will replace the iSnack variation in the coming months.

What does this say about the brand?

Kraft assures us this is not a publicity stunt, “We are proud custodians of Vegemite and have always been aware that it is the people's brand and a national icon.” Regardless, the publicity has the remaining iSnack-branded jars flying off grocery shelves and making their way onto eBay as “rare collector’s items.”
Some have said this incident has damaged the Vegemite brand in Australia. No one can deny iSnack 2.0 was a terrible choice—it says nothing about the product, and even the thought of it makes anyone who’s ever used an iPod roll their eyes (who were these marketing “experts” that handpicked the name from over 48,000 entries, anyway?).
But after all this, one thing is very clear: Australians are passionate about the Vegemite brand (and that’s what every brand wants)