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: https://www.adweek.com/agencyspy/the-richards-group-wants-you-to-drink-more-cocktails-with-7up-in-new-campaign/147509
After more than 20 years of working with Arnold, Ocean Spray is looking to shake up its agency roster.
SelectResources International is running the review. Arnold—which Ocean Spray credited five years ago with keeping its cranberry grower-owner advertisements “fresh”—is not believed to be defending the account.
“We are extremely proud of our 20-plus-year relationship with Arnold and all the work we have done together to build the Ocean Spray brand,” a spokeswoman wrote in an email to Ad Age. “As we work to expand our portfolio and cause disruption in the food and beverage space, we feel it is important for us to look at our business differently, both internally, as well as how we work with agency partners. We look forward to expanding our roster of agencies to help fuel the next chapter of the brand’s success.”
Read more at Ad Age: http://adage.com/article/agency-news/decades-arnold-ocean-spray-expand-agency-roster/313574/
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 www.RoyallyTreatYourself.com, 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: http://creativity-online.com/work/velveeta-crowns–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: http://creativity-online.com/work/johnsonville-you-cant-spell-sausage-without-usa/54528