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The Richards Group recently debuted some fun and colorful ads around the new 7up Digital Bartender mobile website, which serves as a generator of recipes for more than 30 cocktails and mocktails using the Dr. Pepper Snapple Group soda.

7up claims its new site is “the ultimate drink-crafting tool,” making it easy for users to “pour beverages worthy of a cocktail connoisseur from the comfort of your own home.” The brand crafted original cocktail recipes as well as spins on classic drinks like the Mojito and Manhattan.

How it works is, the 7up Digital Bartender conjures up drink recipes with step-by-step directions, visuals and videos, and users can even size their glasses up to the site’s in-screen graphic to determine the perfect pour. The mobile site is available to any smartphone user.

“The digital bartender showcases 7up’s versatility as a staple ingredient in classic cocktails and cocktails, and it is a tool we expect to build on throughout the year as we introduce new mixes,” Kevin Brandvold, 7up’s director of marketing, said in a statement.

The campaign from The Richards Group is called “Do More With 7up.” The ads, distributed in 15-second and six-second spots, will run across broadcast TV, digital and social including Facebook, Instagram, Pinterest and Snapchat.

Watch a few of the spots below:

Read more at Agency Spy:


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IHOP last week suggested something with a “b” would be coming, jokingly flipping its logo to read “IHOb” ahead of a big update. IHOP’s pancakes aren’t going anywhere, but the chain does hope to sell more burgers—which it’s actually had on the menu since its start in 1958.

“One of the very first things we did was to gauge people’s awareness of burgers at IHOP,” says Chief Marketing Officer Brad Haley. “The awareness was low, quite low, I’d say.”

Now IHOP wants to serve burgers good enough that people might actually think about coming in for more than just pancakes, at any time of the day.

“Even though we’ve had them forever, they just were clearly not top of mind,” says Haley.

He joined IHOP last summer after more than a dozen years as CMO of CKE, the parent of Carl’s Jr. and Hardee’s, so he knows a bit about burgers.

“For us to make a credible statement around burgers, we had to not just make a better burger, but make the best one we could come up with,” he says.

Read more at Creativity-Online:

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Velveeta is among the many brands that this week are pushing a Royal Wedding-themed product–and it’s made a funny royalty-themed ad to go with it.

The Kraft Heinz brand has renamed its Shells & Cheese product as “Crowns & Cheese” for the big day on May 19. The crown-shaped pasta is packaged alongside the original Shells & Cheese and a gold-plated spoon in a gold foil box, and Velveeta will be offering the boxes to the first people to enter on, while supplies last.

To promote Crowns & Cheese, agency David Miami has fun with the idea of eating like a princess in an online spot. In the video, a Meghan Markle/Kate Middleton brunette lookalike (well, kinda) is given lessons on “how to act like a royal princess.” This apparently involves sitting demurely, wearing long skirts and stupid hats, no selfies, drinking very little and eating even less. “F*** this,” says our heroine eventually, before going on to tuck into a bowl of Crowns & Cheese. The tagline is “Who wants to be a princess, when you can eat like a queen?”

Jeff & Pete of Fish Face directed the spot.

from Creativity-Online:–cheese/54541

Johnsonville continues with its now two-year-old “commercials dreamed up by employees” strategy, this year with an all-American twist.

In the latest iteration of the campaign by Droga5, staff were asked to come up with ads that stress that Johnsonville is “made in the USA.” This was inspired by the company last year creating a limited run of t-shirts sporting a member-created slogan, “You Can’t Spell SaUSAge Without ‘USA.'” The shirts were a huge hit on the brand’s social channels.

Having decided that highlighting the food’s home-grown provenance was a popular move, Johnsonville once again turned to its employees for the commercial ideas. The resulting ad, as in the style of previous spots, sees four-year Johnsonville employee, Tammy, explain her commercial treatment as we see it play out on screen.

Her idea starts with a little girl innocently asking her mom where Johnsonville brats are made. Bursting into a Broadway-style song, she kicks off a musical extravaganza on an American theme. Gradually, not only does the whole town join in (including the fire department, the mayor and all the local dogs) but a giant Statue of Liberty. As if this weren’t joyous enough, it concludes with Mom getting a record deal.

Adam and Dave directed the spot, via Arts & Sciences. Like the last two years’ campaigns, it’s hilariously done, with a good-natured feel that has fun with, but doesn’t patronize the employees. It seems designed to appeal to both staff and consumers alike.

from Ad Age: