FMCG brand experience created through compelling content and allowing this to be accessed from multiply points

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It’s been six wonderful weeks in New Zealand and I’m thoroughly enjoying the creative and vibrant zing the country has to offer. It’s been great getting around meeting new clients and my new agency group colleagues at Clemenger Communications.

My posting today will look at brands in the Fast Moving Consumer Goods category (FMCG), also known as Consumer Packaged Goods (CPG), which are products that have a quick turnover and are usually relatively low cost. For many years there has been considerable debate from FMCG marketers on how to use online or interactive in the marketing mix to create brand impact that results in sales.

What we do know and don’t debate is that there are three basic human experiences that go back to the cave: storytelling, game-playing, and music. With this fact it has been a very correct decision to use a high level of TV in the marketing mix as it has been the best way to deliver on all three human experiences and deliver a strong brand message.

Now with online usage and demand taking on television re time spent, online is now becoming the people’s oxygen and thus we are seeing consumers seeking to accelerate their expectations of brands and are looking, and other times stumbling via friend referral to control a hybrid of the experience of storytelling, game-playing, and music through a variety of access channels. FMCG brand content experience is now upon us as it creates brand tone and preference that you can share.

Now FMCG brands have a wonderful opportunity to create brand impact by going beyond a brand proposition and message developing ‘compelling content’ and delivering this over multiply access points and channels. Below are three campaign examples of this produced and roll-out by our Colenso BBDO agency in New Zealand this month.

snickers_logo Client: Master Foods
Brand: Snickers
Agency Coleus BBDO

Objective
Get 16-24 year old men who need something substantial to fill the hunger gap to consider Snickers to satisfy their hunger so they can make the most of their day by challenging them to “get some nuts”.

Idea
Lingerie 4 Men
www.lingerie4men.co.nz

We pretended to be a company called ‘Lingerie 4 Men’. We needed a spokes person for the brand and that would require a face and body behind it to have some seriously huge nuts.

Medium and Access Channels
Outdoor/Online/Viral

Credits
Creative Director
Art Director
Copywriter
Account Director
Account Manager
Agency Producer
Interactive Producer
Interactive Art Director
Interactive Designer
Richard Maddocks
Maria Lishman, Anne Boothroyd
Anne Boothroyd, Maria Lishman
Katrina Ingham
Kate Smart
Paul Courtney
Rebecca Holt
Mark Addy
Simon Koay

 

frank_logo Client: Frucor
Brand: Frank
Agency Colenso BBDO

Product Background
Adults want a non-alcoholic range of beverages which are refreshing, fun and sessionable. Frank is a range of lightly sparkling, truly refreshing, non syrupy soft drinks which is socially acceptable any time of the day or night….and it’s not Coke!. Franks gets me. Frank is the only range of readily available soft drinks that appreciates adults….franks knows what I want and is something just for me. Allows me to be feel part of it and completely undeprived when not drinking alcohol in social situations. Makes my everyday ‘drinks break’ more special and rewarding.

Idea
Frank Love Songs
www.franklovesongs.co.nz

We created four love songs with a frank twist to promote Frank beverages. Short viral versions of the songs were rolled out week- by- week set to karaoke-style videos which were emailed around, on social network sites and even some high trafficed dating web sites to drive traffic to franklovesongs.co.nz. Once at the site, people could watch the full-length version of the song and video and subscribe to the podcasts to receive the next songs as soon as they were released.

Medium and Access Channels
Online/Viral/Podcast

franklovesongs_01

Credits
Creative Director
Art Director
Interactive Art Director
Copywriter
Account Director
Group Account Director
Agency Producer
Interactive Producer
Interactive Designer
Richard Maddocks
Bradley Averill
Mark Addy
Simone Louis
Scott Coldham
Angela Watson
Jonathan Gerard
Rebecca Holt
Simon Koay

 

fling_logo Client: Master Foods
Brand: Fling
Agency Colenso BBDO

Product Background

Fling is a light low calorie chocolate bar, created for women who want a harmless treat on occasion.

Idea
Harmless little fling
www.haveafling.co.nz

To launch the bar in New Zealand, we created haveafling.co.nz. Women could choose to have a personalised fling with a foreign billionaire or a bad boy on the run. They could also download the men as pets for their desktop, start a real fling using Flingmail, create an alibi, and learn about some basic fling etiquette. Everything on the site had no consequences, because just like the chocolate, it’s just a harmless little fling.

Medium and Access Channels
Online,Print,TV

Credits
Creative Director
Art Director

Interactive Art Director
Copywriter

Account Director
Group Account Director
Agency Producer
Interactive Producer
Interactive Designer
Production Company

Richard Maddocks and Steve Cochran
Rebecca Johnson-Pond, Kimberley Ragan,
Jessica Neale, Amy Thexton, Mark Addy
Mark Addy
Kimberley Ragan, Rebecca Johnson-Pond,
Amy Thexton, Jessica Neale, Mark Addy
Katrina Ingham
Angela Watson
Jonathan Gerard
Rebecca Holt
Simon Koay and Simon Redwood
Flying Fish

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