- Perrier Just Remade Its Most Famous Ad, ‘Lion,’ Three Decades Later (2/16/2018)
Almost three decades after its spot “Lion,” directed by Jean-Paul Goude, stormed the Cannes Lions festival, winning the Grand Prix in Film, Perrier has rolled out a remake of sorts—with everything on an intentionally smaller scale.
The original spot, an absolute classic from Ogilvy Paris, featured a woman and a lion fighting over a bottle of Perrier. Created in 1990, it won the top prize at Cannes the following summer.
See the spot here:
Twenty-eight years later, Ogilvy Paris is still on the Perrier account (after briefly ceding it to Publicis in the mid-1990s). And it just made a “Lion” sequel to advertise Perrier Fines Bulles—a line extension of Perrier that has a different carbonation process resulting in smaller bubbles.
And so, everything in the new spot is smaller, too. The woman is now a girl, the lion is now a cub. “Even the music, although intentionally reminiscent of its predecessor, is now smaller sounding,” Ogilvy tells us.
See the new spot here:
The new ad, like the old one, was filmed in South Africa—though by a different director, Johnny Green.
“With this new film, we pay homage to the heritage of Perrier,” Green says. “We sense moves that remind us of a similar story yet stay surprised and amazed and driven by suspense, until we’re rewarded by the iconic remake of the confrontation for the Perrier bottle … of Fines Bulles.”
Ogilvy Paris tells us the biggest challenge of the production “was to keep the strength of the idea inherent in this mythical movie, which is a true reference in France, while modernizing it, and adding more finesse, in keeping with Perrier Fines Bulles. The styling of the little girl, the re-orchestration of the original music, the calibration, all these details were thought through in updating this classic.”
Read more at Creativity-Online: http://www.adweek.com/brand-marketing/perrier-just-remade-its-most-famous-ad-lion-three-decades-later/
- Budweiser Officially Pivots to Project-Based Work in the U.S (2/16/2018)
After counting Anomaly as its U.S. creative agency of record for 8 years, Budweiser has officially moved to a project-based model for its stateside ad campaigns.
A spokesperson for parent company AB InBev confirmed the change today, though one perhaps could have connected the dots based on the fact that Anomaly was not involved in the brand’s Super Bowl campaigns for the first time in several years. (David Miami made the broadcast ad while VaynerMedia handled a digital-only spot featuring the famous Clydesdales.)
AdAge first reported in December that the brand would be reaching out to all of its U.S. agencies for Super Bowl concepts.
Today, a client representative said that Budweiser would use its entire agency team, which consists of David, VaynerMedia, Mosaic and Anomaly, to develop all content and creative campaigns moving forward.
“The US Budweiser team has moved away from the traditional AOR model and instead works with a number of agencies to produce content,” he said. “That currently includes David, Vayner, Mosaic and Anomaly. No one agency is tasked as the primary creative agency.”
Our sources claim the move has led to a revenue loss for Anomaly. The agency, however, says that is not the case because—as also noted in the AdAge piece—it recently replaced VaynerMedia as Budweiser’s global digital and social media AOR. In a seemingly contradictory quote referencing the new U.S. work, Gary Vaynerchuk told AdAge in December that he was excited to “have a bigger seat at the table in 2018.”
It is not clear at this time exactly which markets the global remit covers.
“As someone who has led the Budweiser partnership for 8 years at Anomaly I will speak straight from the gut,” said Anomaly founding partner and joint global CEO Jason DeLand. “Anomaly is and continues to be the lead agency on Budweiser around the world. As global Budweiser grows so does Anomaly’s remit. We will do more with Budweiser in 2018 than we ever have!”
DeLand continued: “I can confidently say no other agency cares more, has worked harder or has learned more in working with ABI. We are proud of our long term relationship and our commitment is to ensure the partnership continues to grow for a long time to come.”
Anomaly’s relationship with another large client, Beats, also changed recently. In January, co-CEO Carl Johnson told Adweek, “A few months ago we decided to take a breather from executing work with Beats, after an intense and successful year creating powerful work together.” Sources confirmed that Apple has chosen to take more of that work in-house, at least for the time being.
- Pepsi Redesigns The Water Bottle (2/16/2018)
PepsiCo wants to rethink how and what consumers drink–and it has invented an entirely new system to give people a healthier alternative to soda. The company’s newest venture is centered on a 20-ounce reusable water bottle that comes with sets of flavor pods.
The new product line, called Drinkfinity, is a clear reaction to consumers drinking less soda. Over the past 20 years, sales of non-diet soda have fallen by more than 25%. As a result, PepsiCo and its competitors have turned their attention to bottle water and other types of drinks–though the company’s executives prefer to frame the shift in their priorities as giving customers more choices rather than combating the decline of soda.
That’s where Drinkfinity comes in, as another healthy option in the company’s portfolio. The name is meant to indicate that there are infinite combinations of drinks you could make with the bottle and the flavor pods. The Drinkfinity team’s ultimate aspiration is that consumers go online, choose all the ingredients they want, and have personalized pods shipped to their door–a vision that reacts to several consumer trends, including on-demand services and healthy living.
For now, the brand, which launches today, is debuting 12 different types of pods, which have names like Mango Chia Flow and Pineapple Coconut Water Renew. To make yourself a White Peach Chill or a Mandarin Orange Charge, you fill up your Drinkfinity water bottle, unpeel a pod’s label, remove your bottle’s cap, and push the cap of the lid through a pointed plastic structure. This ruptures the dry storage area in the pod and releases the concentrated liquid, which pours into the container. Then you shake and drink. The bottle itself has a magnetic spot on its side to hold down the cap so it doesn’t hit you in the face as you guzzle. And you don’t have to use the pods constantly; you can also just use the bottle for, well, water.
Each pod features combinations of wet ingredients, mostly different fruit juices, and dry ingredients, like pieces of ginger, vitamins, lemongrass extracts, and even oats. The company says all the ingredients are natural and there are no artificial sweeteners. The pods, which contain two ounces of liquid, range from 30 to 80 calories each. With the variety of flavors and emphasis on trendy superfoods, Drinkfinity is primed to tap into the billion-dollar health and wellness market, and could potentially appeal to soda drinkers trying to kick the habit.
The system’s sustainability is one of the driving forces behind the design. To create Drinkfinity, PepsiCo had to rethink the supply chain, manufacturing, shipping, and even recycling. That resulted in the full life cycle of a single pod producing 40% fewer carbon emissions than the typical 20-ounce drink housed in a plastic bottle you’d buy at the supermarket. The pods also use 65% less plastic than these 20-ounce bottles. Whether or not PepsiCo succeeds in drawing customers, Drinkfinity offers an inside look at how a major beverage company rethinks its design and production systems to meet shifting consumer tastes.
A NEW APPROACH FOR PEPSI
Vice president of global business innovation Hernan Marina first conceived of Drinkfinity in 2009, when the company was looking for a way to answer changing customer priorities around sustainability, health and wellness, customization, and choice. But instead of relying on the typical modes of development within a multinational corporation, which involve extension market research, focus groups, and a single product that’s honed to perfection before it’s launched internationally with a large marketing effort, PepsiCo decided to try something different.
from Fast Company: https://www.fastcodesign.com/90160623/pepsi-redesigns-the-water-bottle
- Amazon is consolidating its Fresh and Prime Now services (2/16/2018)
Amazon is working on consolidating its two grocery delivery services, Amazon Fresh and Prime Now, according to Yahoo Finance, citing an unnamed source. The move seeks to streamline the company’s delivery push from Whole Foods stores, and was behind the hundreds of layoffs the e-tailer announced last week.
AmazonFresh, which offers groceries and perishable items to Prime members for an additional $15 per month for Prime members, launched in 2007, while Prime Now launched in 2014. In recent years, the overlap between the two services has increased. According to a survey by Morgan Stanley, 48% of Prime Now users order groceries through the service.
There have been signs over the past few months that a consolidation of the two services was forthcoming. Last fall, Amazon scaled back AmazonFresh service in 10 states. Then in December, Stephenie Landry, who headed up Prime Now, was named head of AmazonFresh.
Amazon has not confirmed this news, and a representative did not respond immediately to Food Dive’s request for comment, but officials in the past have discouraged the idea that it might merge its two grocery delivery services into one entity. Speculation ramped up last fall that Fresh and Prime Now could be consolidating after the e-tailer scaled back Fresh in several states.
In an interview with Recode, Prime Now head Stephenie Landry supported having multiple grocery delivery services under the company.
It does makes sense to keep Fresh and Prime Now, primarily because of the different ways each offers delivery. Both services offer shelf-stable as well as perishable groceries — Fresh offers more of the latter — but whereas Prime Now delivers on-demand from couriers, Fresh is more akin to Peapod and FreshDirect, utilizing refrigerated trucks and requiring customers to set delivery times. Each service appeals to different consumer needs and shopping styles.
Rather than doing away with one of the brands, it could be that Amazon is combining the teams to increase efficiency, and to make sure they work better together.
- PEPSI’S ‘UNCLE DREW’ BECOMES A MOVIE AND HERE’S THE TRAILER (2/15/2018)
Pepsi’s viral “Uncle Drew” ad campaign featuring NBA star Kyrie Irving is taking new form: a full-length movie slated for release June 29.
It remains to be seen just how much the Pepsi brand will be woven into the script, but a new preview offers some clues, such as a Pepsi sign at an outdoor basketball tournament.
The Uncle Drew campaign, which cast Irving as an old man who can seriously hoop, debuted in 2012 as a five-minute online video promoting Pepsi Max. As reported early last year, PepsiCo’s Creators League studio has been working with Temple Hill Entertainment to get the character on the big screen. Lionsgate’s Summit Entertainment is also involved.
The film stars Irving, along with NBA greats Shaquille O’Neal, Chris Webber and Reggie Miller, plus Nate Robinson, a former NBA player who spent time with teams including the Knicks, Celtics and Bulls. Former WNBA MVP Lisa Leslie is also in the movie, along with actors Milton “Lil Rel” Howery and Tiffany Haddish. Howery plays a character who convinces Uncle Drew to return to the court one last time for a streetball tournament in Harlem. The duo hit the road to reunite Drew’s old squad.
PepsiCo formed the Creators League unit in 2016 to serve as an internal production arm for scripted series, films, music recordings, reality shows and other content. Some of it is heavily branded, like Pepsi’s Super Bowl commercial earlier this month. But some content has little branding, such as a short documentary film called “The Rugby Boys of Memphis” that was backed by PepsiCo’s Gatorade and shown at the Tribeca Film Festival last year. The Creators League was also behind Pepsi’s widely mocked Kendall Jenner ad, which was pulled quickly last year amid criticism.
The Creator’s League was started by Brad Jakeman, PepsiCo’s former global beverage group president, with the aim of creating both branded content and unbranded content that could earn revenue to be poured back into marketing. Jakeman left the company late last year.from Creativity-Online: http://creativity-online.com/work/pepsico-uncle-drew-trailer/53895