- The Richards Group Wants You to Drink More Cocktails With 7up In New Campaign (6/22/2018)
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:
- Mars leads call for advertisers to donate percentage of ad spend to conservation projects (6/21/2018)
Mars has committed to donate a percentage of its ad spend to conservation and animal welfare projects after signing up to the United Nations Development Programme (UNDP)’s ‘The Lion’s Share’ fund.
Making the announcement at the Cannes Lions festival, Mars – which spends more than $1bn on media globally – has urged other companies and brands to follow, saying action is needed from the corporate sector to tackle “these critical issues.”
The fund was set up by the UNDP with the ambition of raising $100m a year within three years, with the money being invested in a range of wildlife conservation and animal welfare programs.
“Animals are in 20% of all advertisements we see. Yet, they do not always receive the support they deserve. Until now,” said the fund’s special ambassador Sir David Attenborough.
It’s also been found that nine out of the 10 most popular animals in ads are endangered or threatened.
- Arby’s breaks 2 world records to celebrate Coca-Cola partnership (6/20/2018)
Size apparently matters for Arby’s, which broke extreme Guinness World Records to market its new “pouring rights” partnership with Coca-Cola.
The Atlanta-based sandwich chain, which is controlled by Roark Capital Group, said Tuesday it completed its nationwide conversion from PepsiCo Inc. (Nasdaq: PEP) to rival The Coca-Cola Co. (NYSE: KO) beverages, and celebrated with a pair of Rick Moranis-esque advertising stunts: creating the world’s “largest” and “smallest” ever advertisements.
Guinness World Records certified a 212,000 square foot (nearly five acres) ad that reads, “Arby’s Now Has Coke” as the largest advertisement ever. Arby’s displayed the ad in Monowi, Neb., the smallest town in America, which is the sole home to Elsie Eiler, the city’s mayor, bartender and librarian.
Read more at Biz Journals: https://www.bizjournals.com/atlanta/news/2018/06/19/arbys-channels-rick-moranis-twice-to-market-new.html
- McDonald’s Ads Win Cannes Outdoor Grand Prix by Turning Golden Arches Into Arrows (6/20/2018)
CANNES, France—A clever and minimalist approach to sending motorists toward the nearest McDonald’s has won the Grand Prix at this year’s Cannes Lions, as has a Daily Show activation that created a “presidential library” of Donald Trump’s tweets.
Canadian agency Cossette created the “Follow the Arches” campaign, which cleverly cropped the McDonald’s golden arches to create direction arrows, with copy such as “on your left,” “on your right” and “just missed us.”
“It’s very deserving,” said Outdoor jury president Chris Garbutt, global chief creative officer of TBWA Worldwide. “If you live in Canada or the U.S., there’s all these ugly billboards on the highways that give you the next turnoff to a restaurant. (McDonald’s) took something and reframed it. It’s iconic. It’s confident.”
- Snickers Created a ‘Hunger Bunker’ Escape Room to Launch Three New Candy Bar Flavors (6/20/2018)
If you haven’t heard the news yet, Snickers just started to roll out three new “Intense” flavors—sweet and salty, fiery and espresso—to satisfy all of your hunger pangs. In honor of the trifecta of limited edition Snickers flavors hitting shelves, the brand created a unique pop-up experience for one day only in New York City.
Modeled after the popular escape the room craze where participants are “locked” in a room for a set period of time and asked to solve puzzles to break out of said room, Snickers created its own Hunger Bunker for hungry fans.
Inside the bunker, participants were asked to solve three challenges in 10 minutes. Each challenge tied back to one of the new flavors. Fail to complete one of the tasks or take too long on one? The task that had you stumped represents your flavor profile.
When your bunker’s (imaginary) oxygen supply begins to dwindle, those who are inside must solve a quick puzzle for the irritable/espresso challenge. The group must put a series of pipe pieces back together to get oxygen flowing again. Fail to do so and your group will be labeled irritable.