Arnott’s Tim Tam ‘Truly, Madly Tim Tam’ orchard

Video

Tim Tams are as Australian as it gets.

Arnott’s did a nice piece of experiential work in Sydney based on the thought that “I wish Tim Tams grew on trees” as we all do!

The campaign was created and developed by DDB Sydney and its PR/experiential arm Mango Communications. The ad features real people and as I truly believe, the real reactions far outshine those of actors. You believe the delight and surprise of the happy punters.

Lots of clever social media integration, but at the end of the day people really do like free stuff. Particularly chocolate.

(still waiting for my free cadbury bars…)

Advertisements

Vitek Vodka “Parkour” ad – “distilled by peasants drunk by royalty”

Video

Here’s an interesting one.

My initial thoughts were as follows…A send up of “Parkour” runs as a nice piece of entertainment – it does engage you in the story and the inevitable conclusion. The question is does this build brand awareness for Vitek and give you any reason to buy?

Is it really motivating to suggest that the brand is distilled by Peasants and drunk by Royalty? (I keep thinking about hygiene issues). I’m also not sure that the “made in Australia” claim sits well with the brand positioning around Polish distillers?

There is a series of these and we are encouraged to believe that the distillers, whilst expert in making the vodka, are a bit eccentric when it comes to other skills. Presumably through their single minded dedication to the art of making vodka.

If there was some indication as to why we might believe that the Polish peasant brewers are the best distillers it would help.

Perhaps I’m being a bit too literal and critical, but I do feel that the motivation is lacking to buy the brand when there are so many other alternatives.

So given my skepticism, I went on-line to find out more and uncovered a convenient brand truth!

This is an on-line venture and in his own words goes like this:

“My name is Vitek, I was born in Poland, and grew up watching my father not only infusing vodka but also distilling it. So by the time I was a teenager, I knew how to put a bag of potatoes into a bottle.

Regardless of what I was doing professionally I always considered vodka a hobby – until now – suddenly it’s a job and a business.

Like all hobbies you become a bit of an authority on the subject and today I am regarded – in all modesty – as one of Australia’s leading vodka experts.
By applying traditional infusion methods that have been in our family for generations, to a contemporary product, I have created a range of fresh produce vodkas that have received both critical and commercial acclaim. They are Rose, Coffee and Strawberry.

Vitek Vodkas are purposely at 25% A/V because they are designed to be enjoyed for their flavour. They can be drunk with food, as a sipping drink or just hanging out with friends – much like wine. Doing that at 40% A/V, which most vodka is, would get you so trashed you would be losing friends instead of making them.

Like all vodka, Vitek Vodka should be drunk very cold. Put it in a freezer for a couple of hours or in the fridge for several hours before you drink it. Come in, have a look around and get real with the only flavoured vodka that’s made from real ingredients not chemicals.”

I then spotted some magazine articles (Vogue no less!) on Vitek and was left wondering why the ads don’t bring more of this marvelous provenance and product differentiation to life! There is some creative gold in the Rose, Chocolate, Coffee and Strawberry frozen sipping infusions, as the magazine articles point out.

Couple this to a genuinely interesting and innovative website and the product differentiation leaps out at you.

From skeptic to fan in a matter of clicks.

A sin to say it (..to some), but perhaps spending more on the PR campaign will build this into a bigger and better proposition!

Cadbury Dairy Milk Marvellous Creations

Video

As suspected, the “Joyville” ad posted here previously was the beginning of a wonker-like ride into the fun filled world of Cadbury.

This one is specific to Marvellous Creations.

A big production. No doubt appealing to the kids, but I would love to see it evolve with even more amazing bells and whistles. The pint and a half work stretched our imagination a bit more and I think in such a fun category even more liberties could be taken?

I like it – a nice diversion from the usual bite and mmmm approach. And the branding is top notch.

Eagerly awaiting more…actually still waiting for my multiple free bars “won” over a month ago!

Cadbury Dairy Milk “Joyville” Tv ad

Video

We all know Gorilla, and many love the glass and a half off-beat view of chocolate making. My favourite is still Bubbly with Nena and her luftballoons (as previously posted here)

The Willy Wonker-ish premise is something everyone can relate to and there are glimpses of nicely cast characters, but does it give you the same feeling of satisfaction and surprise as the others?

One of the successes of the other executions was that they prompted a conversation – either “have you seen” or “how did they do that” in the case of glass and a half.

One of the great successes of their campaigns overall is branding – you know from the very first scene that the colour is Cadbury – brilliant job on owning the colour.

However, owning Wonker territory perhaps demands a more “Tim Burton” view of the world.

I feel that Joyville is a cracking premise / idea, but I would have liked an even more quirky execution to leave me wanting to see it again and talk about it. I think that this could develop nicely.

(Disclaimer: I am addicted to the product and love all things Cadbury)

Oak Hungry Thirsty

Great work from the Monkeys.

The insight is what kills it for me. love the product and the product doesn’t just do the job on thirst, it’s a full blown chocolate feast of a meal (I do like chocolate…).

Coining “hungry thirsty” is a great way to deliver a message added to which the straightforward, but quirky art direction is innovative and grabs some attention.

Have a Picnic and get on TV

GPY&R Melbourne have a nice new ad for Cadbury Picnic

They created a website where people can film themselves attempting to eat a Picnic bar in 30 seconds.

The idea is simple, effective and infectious – we wait to see schoolyards a buzz in a chocolate frenzy.

The eaters can be famous whilst being sick…but the best bit is the unsanitized nature of the product demo. No perfect pack shot – just real people doing real things.

Great. And the VO is bang on.

Cadbury Dairy Milk – Zingolo ad (Full length – Official Version)

The Cadbury people are at it again.

Cadbury is celebrating the move to fair trade chocolate with the launch of Glass and A Half Records, an album inspired by the music of Africa.

The first single, “Zingolo”, celebrates all things Ghana, its people, its rappers, its dancers, its cultural figures and, of course, its cocoa beans. It features Ghanaian musical artist Tinny, as well as the Ghana-based dance troupe High Spirits.

The production celebrates the partnership between Cadbury Dairy Milk and The Fairtrade Foundation. Cadbury Dairy Milk is now Fairtrade certified in the UK and Ireland, and in 2010 will extend this to Canada, Australia, and New Zealand.

The campaign follows on from the success of Gorilla, Hangar and Eyebrows at A Glass and Half Full Productions as noted in the previous post New Cadbury “Bubbly” ad, featuring Nena and her 99 Luftballons.

“We are hoping to bring a smile to people’s faces through celebrating Cadbury Dairy Milk’s Fairtrade certification and Ghana, the heart of our fairtrade cocoa, in a special and unique way. The role of music has been integral to the previous Glass and a Half Full Productions”, says Greta Hammel, Head of Marketing, Cadbury Dairy Milk Ireland.

Cadbury’s profits from the sale of this single will go to the charity CARE International to fund education programmes in cocoa growing communities in Ghana.

Job very well done.

Such a mammoth effort deserves credit – that goes to Fallon London and the Director Ringan Ledwidge, produced by Rattling Stick.