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Sainsbury’s has stolen this year’s Christmas ad accolades with a heart-wrenching entry. The advert recreates the legendary moment English and German troops downed weapons and played football on Christmas day, 1914. In the finale of the advert a German soldier finds a chocolate bar in his pocket, which had been placed there by a British soldier. The camera then cuts away to the sky where the words ‘Christmas is for Sharing’ appear, closely followed by ‘Sainsbury’s.’
The advert, produced by AMV BBDO, has over 13 million views on YouTube and is reportedly generating sales of 5,000 chocolate bars every hour. The spike in demand has caused Sainsbury’s to double its original order of the 100g Taste The Difference Belgian Milk Chocolate bar. Fifty per cent of the chocolate bars proceeds are being donated to the Royal British Legion, and if sales continue at the same rate £500,000 will be raised by the end of the campaign. Head of communications at Sainsbury’s, Mark Given, said I’ve “been absolutely delighted with the overwhelmingly positive reaction to our commemorative chocolate bar.”
The John Lewis Christmas advert, much like its Coca-Cola predecessor, has become synonymous with the start of the festive period and consequently generates a massive social media response. This year’s tear jerking advert, Monty the Penguin, has become a favourite with the public as well as biscuit company McVities. By noticing the parallels between Monty and its brand Penguin, McVities was quick off the mark to give a lesson in social media advertising by tweeting ‘a penguin is for lunch not just for Christmas’.
This ingenious post surfs the social media wave generated by #montythepenguin to add weight to McVities #sweeet campaign, a £12m initiative that started in early 2014 which aims to revitalise the company over the next three years. Sarah Heynen, who is spearheading the re-launch of McVities, stated: “The shift in our strategy to make McVitie’s a new mega-brand will see us move to a new master brand strategy which basically means that we are moving from supporting a number of separate brands, with separate investment to putting our resources behind one bigger master brand, McVitie’s.”
Diet Coke’s campaign for the US aims to show that those that enjoy the great taste of Diet Coke, also get a taste of the good life. With the vice president of Coca-Cola saying that “Millions of people enjoy Diet Coke for one simple reason – the taste,” the campaign encourages consumers to ask themselves, “What if life tasted as good as Diet Coke?”
One of the ads features singer Taylor Swift playing with a kitten. As she sips on her Diet Coke, more and more kittens begin to appear until the room is filled with ‘fluffy fun’. A room full of cats may not be everyone’s idea of the good life, but as the campaign looks to turn mundane moments into a more fun experience, to highlight just what a Diet Coke can do, it certainly helps bring this concept to life.
KitKat were quick to join in on the Twitter conversation when Apple released its iPhone 6 plus. Users were claiming that it was bending in their pocket.
KitKat decided to post an image on Twitter with the caption “We don’t bend, we #break” in alignment with its tagline “Have a break, have a KitKat”.
In under an hour the tweet had gained 1,000 retweets. It’s now being run as a promoted tweet and has accumulated over 23,000 retweets.
Real-time marketing has largely been helped by the growth and popularity of social media over the years, and more and more larger companies are assigning budget to real-time marketing to anticipate news stories and consumer trends they can jump on the back of.
For two weeks in September, Walkers built three Twitter-powered vending machines into bus shelters across London. It was all part of their ‘Do Us a Flavour’ campaign launched earlier this year.
They placed two in Oxford Street and one at Clapham Junction. The machines were ‘staffed’ by Walkers’ ambassador Gary Lineker in virtual form, sitting inside the vending machine, receiving the public’s tweets and giving them a packet of crisps.
All the public had to do was tweet the unique hashtag of the bus stop to let virtual Gary know the crisps they wanted to try and then simply wait and watch as he dropped them down.
The winner, Paul Rothwell, received a £1million cash prize for his winning flavour idea – pulled pork in a sticky barbecue sauce.
Licensed to Global Brands, Hooch first created a craze around alcopops in the 1990s. The alcoholic lemonade has recently re-launched after being off the market for almost a decade.
The brand has created an advert with Keith Lemon – the new face of Hooch – with the central premise being his inability to pronounce ‘Hooch’ correctly.
The campaign will run across TV, social media and on-pack promotions in order to ramp up Hooch’s visibility and reach.
Marketing Director, Simon Green, said: “Hooch is officially back on the market. Such an iconic brand has a big reputation to uphold, and we needed someone to take Hooch to the next level. Keith Lemon is the perfect man for the job, and to make the most of his unmistakable brand of humour.”
The new Lidl TV advert is part of a £20 million marketing campaign called #Lidlsurprises.
The ad starts with consumers tasting goods, believing it to be a normal food market. The customers then express how impressed they are with the quality of the food and the good value for money prices. It’s then revealed that they are, in fact, tasting Lidl products when the stall vendors hand them their purchases in a Lidl bag.
#Lidlsurprises will be used across all media channels and take the store through to Christmas. The aim is to let the customers do the talking and encourage sales. The overall goal is to portray Lidl in a more modern way and change people’s perceptions of the store – low prices doesn’t have to mean poor quality.
The UK’s number one popcorn brand, Butterkist, is celebrating its 100thbirthday with a limited edition popcorn and a ‘Willy Wonka style’ golden birthday card giveaway.
Starting in September, a select few promotional packs will contain a golden birthday card. Each card will contain a code that can be entered into their website or Facebook page for cash prizes.
You didn’t win? Well, don’t worry…They are also giving everyone that buys a promotional pack of popcorn 50p off their next purchase.
Continuing with the celebrations, Butterkist will also be launching a Salted Caramel Flavour popcorn. And at only 104 calories per serving, the new flavour is a great snacking option.
Mexican food chain Chipotle promised its customers one tasty treat of a giveaway this month. And, with 14,000 burritos up for grabs through a digital marketing competition, boy, did they deliver!
So, how did it work? First they created a different, funky website for every day of the week and hid the URL in seven different videos. Burrito fans were then invited to watch the video on its Facebook page. The first 2,000 people to spot the hidden URL and visit the website were able to download a voucher for a free lunch.
2,000 burritos were snapped up in just eight minutes on one day during the campaign. Chipotle have certainly had a taste of digital marketing success…
Forget male celebs slowly sipping and women oohing – Kenco has gone for gangs.
The controversial approach of Kenco’s latest ad is spearheading their new multimedia campaign that launched on the 18 August to raise awareness of its ‘Coffee vs Gangs’ project.
The project is be being run in Honduras, where some of the world’s best coffee is produced – so, what better place to start.
Honduras is a country sadly beset with gang related issues that are a constant threat for young people –For some, joining a gang seems like the only choice.
The aim of Kenco’s project is to keep young people out of the gangs and instead get them into training programmes to provide them with knowledge on farming coffee and running their own profitable business – this opportunity will give them a promising chance at a prosperous future.
From September, you’ll be able to follow the stories of the people Kenco are helping on their website. https://www.coffeevsgangs.com