Vermilion Insights

Smarts, news, and views.

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Feeding America | 'Stories of Hidden Hunger'

Created for Feeding America by McCann with the Ad Council. The specificity of the scenarios, and the succinctness of how they play out make them highly effective.

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Honest Company | 1st Spot

The Jessica Alba co-founded Honest Company is launching its first brand campaign, “Honest Moments,” which it says is intended to start conversations with its customers.

http://www.adweek.com/brand-marketing/the-honest-company-celebrates-honest-moments-like-childbirth-in-its-first-brand-campaign/

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Campbell’s 1915 Recipe

http://www.adweek.com/news/advertising-branding/how-campbells-dusted-century-old-recipe-cook-its-latest-marketing-idea-175446

On a recent trip to the company vault, Campbell's R&D team had come across the original 1915 recipe for Beefsteak Tomato Soup, and decided to cook up a batch.

"It was an internal challenge—just to see if we could do it," said Michelle Morale, director of marketing for Campbell's soup and broth division. After some trial and effort, the cooks triumphed, creating a few hundred jars of the vintage soup and then giving them away. (Scroll down to watch a video on this project.) But in the middle of all that stirring and seasoning, something unexpected happened. The project, Morale said, "tapped into the pride of our employees and created so much excitement that they said, 'Let's try to do this again.'"

And so Campbell's is doing it again. Increasing the scope of the project (finding 20,000 pounds of beefsteak tomatoes at the Ed Wuillermin & Sons Farm in Hammonton, New Jersey) the 147-year-old brand recently cooked up another batch of its original-recipe tomato soup. This time it produced 10,000 jars, distributing them to select New Jersey and Pennsylvania Cracker Barrel restaurants, which is currently selling them in its gift shops.

Each 24-ounce jar sports a replica of Campbell's original white and red label, featuring an ink drawing of two farmers carrying a larger-than-life tomato off the field. (This is a bigger deal that it sounds, since grocery labels of the era were customarily made of brown kraft paper. Campbell's red and white label not only helped its soup to stand out, it's the color scheme the company retains to this day.)

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We Rise | University of Phoenix

http://www.mediapost.com/publications/article/292381/university-of-phoenix-rises-with-new-ad-campaign.html

Ramirez was selected in part because he represents the school's diversity - nearly half report as ethnic minorities (46.7% in 2015). His story also represents the spirit of the American dream: the ability to move to a new country, get an education, and achieve great things through grit and determination.

This media buy is targeted to prioritize two segments. The first aims at busy parents who want to get an education to provide for their families and set an example for their children. Also targeted are those who have some college education and want to finish what they started.

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Chipotle: Ingredients Reign

http://www.adweek.com/news/advertising-branding/how-chipotle-trying-earn-consumers-trust-again-and-boost-sales-173852

"People really want to hear positive news from and about Chipotle," Crumpacker said. "For both 'Love Story,' and these spots, our research showed that the vast majority of people who saw them felt increased trust for Chipotle. For 'Ingredients Reign,' 72 percent of people who saw the videos saw increased trust for the brand."

"They're going to continue to talk about what they do best, which is focus on the ingredients and the food," said Jay Russell, chief creative officer at GSD&M. "A lot of times, when you're talking about better ingredients or no additives, it's boring. Chipotle always makes it entertaining, and it's what makes them stand out."

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If You Don’t Vote, Someone Else Choose For You

http://www.contagious.com/blogs/news-and-views/doritos-no-choice-chips

Doritos created a vending machine that was filled with its No Choice chips, as well as the more common Cool Ranch and Nacho Cheese flavours. Doritos placed its vending machine on a college campus and recorded students as they tried to get the snack of their choice. But before they could select their desired flavour, the machine asked them whether or not they were registered to vote. If the answer was no, the machine dispensed the flavourless chips with a card reading ‘If you don’t vote, someone else chooses for you just like this.’ Participants could then enter their email address to begin the voter registration process.

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Hottest Chip in the World

http://mashable.com/2016/09/21/hottest-chip-carolina-reaper/?utm_cid=mash-com-fb-main-link#.vXvyRs7zqqz

Have you ever wanted an out of body experience, sans meditation or drugs?

You may find it with the Carolina Reaper Madness chip, Paqui chips' latest deadly creation. It's literally the hottest chip in the world, and only one chip comes in a package – the package being a coffin-shaped box.

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Rock the Vote

http://www.adweek.com/news/advertising-branding/after-26-years-rock-vote-still-driving-young-people-polls-172593

In March, Rock the Vote partnered with dating app Tinder on "Swipe the Vote," which let users swipe right or left (to agree or disagree) on issues and get "matched" with their ideal candidate. The effort included a Swipe the Vote party sponsored by the Independent Journal Review at the White House Correspondents Dinner. The top three matches were Bernie Sanders (37.8 percent), Hillary Clinton (37.6 percent) and Ted Cruz (14.3 percent). Republican presidential nominee Donald Trump matched with only 8.1 percent of Tinder users.

"Elect This" also focuses on social issues. One PSA, called "What Will You Elect?" highlights issues like climate change, gun safety and LGBT equality. "This year is unlike any year before," Cho said. "Conventional wisdom has been totally thrown out the window. For our audience, there's not one party that represents all views, so our idea was focusing on what people do agree on—LGBT equality, background checks for gun owners. There's broad agreement that we can and should do something about these issues. We're playing a role in making sure our audience gets involved."

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It’s a Zoo Out There

http://www.businessinsider.in/Ride-sharing-service-Lyft-has-launched-its-first-TV-ad/articleshow/51992955.cms

Made has introduced its first national video spot for the car sharing service, Lyft. Pivoting heavily off the negatives of car ownership—parking tickets, accidents, traffic—the spot seeks to connect with the relief of simply being a passenger. The closing line sums it up as, “Riding is the new driving.” 

While the frustrations of driving are memorably expressed, the challenge is the ad doesn’t clearly indicate why simply being a passenger in someone else’s vehicle would spare you from the mayhem. 

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Wasting Food Wastes Everything

http://www.adweek.com/adfreak/follow-strawberry-birth-grave-oddly-emotional-ad-about-food-waste-170930

Developed pro-bono by SapientNitro through The Ad Council, the initiative focuses on a sad reality: Some 40 percent of all food purchased in the U.S. each year goes uneaten, wasting money, water and energy to the tune of $162 billion.

And consumers are mostly to blame. We throw food away too soon and too often. In fact, each of us trashes nearly 300 pounds of food every year. Wow, we suck.

Moms are a primary target here, because "no one makes more of the decisions around food—planning, shopping, cooking and disposing," Gary Koepke, North American chief creative officer at SapientNitro, tells AdFreak. "We know that moms are compelled by facts that tie food waste to household finances, so the campaign emphasizes this information."

Millennials are also a key audience, says Koepke, because they are "engaged and idealistic about helping the environment" and show an interest in "life hacks that help them experience more and waste less."

If the strawberry's jaunty theme music sounds familiar, that's because it served as the soundtrack to the 2009 animated film Up, winning an Oscar for composer Michael Giacchino. (Disney donated the tune to the campaign.)

Print, web and out-of-home ads are also in the mix, urging consumers to "Cook it. Store it. Share it" rather than prematurely trash milk, eggs, bread and chicken.

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NY Times  |  Branded Posts

http://paidpost.nytimes.com/netflix/women-inmates-separate-but-not-equal.html

NY Times sponsored content is highly interactive and multimedia rich. It’s designed to tell a story that subtly highlights (depending on your opinion) the context that connects to the newest season of Orange is the New Black.

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Secret  |  Stress Test

http://creativity-online.com/work/secret-raise-stresstest/46381

Secret deodorant makes a pertinent point about women and equal pay in an ad that also has a strong product message, part of a new campaign from Wieden & Kennedy. The Procter & Gamble-owned brand awarded W&K its business last August. 

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Great Things Are Ahead For You — If Your Health Is Ready For Them

http://www.adweek.com/news/advertising-branding/ad-day-bbdos-first-humana-ads-show-sweetest-side-good-health-170645

"Start With Healthy," BBDO New York's first campaign for Humana, debuted Tuesday night. The TV spots demonstrate why the account is so important: The company that most effectively simplifies healthcare options for older Americans will be a big winner in the market moving forward. 

The first ad, "Birthday," tells the story of a man who gets exactly what he wants for his 67th—but only because he's been taking care of his health...

The campaign marks an attempt by Humana to position itself as more than just a wellness company by demonstrating how it can directly improve the daily lives of its customers—via slice-of-life vignettes appealing to its core demographic of middle-aged and older Americans. 

"What sets this work apart is the focus on what better health through Humana enables our health plan members to accomplish," Mark Mathis, director of corporate communications, tells Adweek. "Humana understands that people, especially the boomer generation, want to grow, not fade, stay relevant, useful and influential."

As Mathis puts it, " 'Start with Healthy' reminds people what having health really means—the ability to take fuller advantage of the opportunities life brings you. The takeaway from these messages is that great things are ahead of you when your health is ready for them." 

He positions the campaign as part of a larger effort to raise awareness of the Humana brand and portray the company as a sort of life partner rather than a faceless bureaucratic behemoth.

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Apple Celebrates the Power of One’s Voice for World Autism Day

http://www.adweek.com/adfreak/apple-beautifully-celebrates-teen-autism-who-learned-speak-ipad-170592

Titled "Dillan's Voice," the two-minute commercial from TBWA\Media Arts Lab focuses on Barmache's experience, in his own words:

All my life I wanted so badly to connect with people But they couldn't understand because I had no way to communicate.

I get to experience the world in a very unique way. I could see the wind, hear the flowers. I can see incredible emotions flowing from those I love.

So many people can't understand that I have a mind. All they can see is a person who is not in control. But now you can hear me. The iPad helps me to see not only my words but to hold onto my thoughts.

Having a voice has changed everything in my life. No more isolation. I can finally speak with the people that love me. I can say what I think and let them know I love them too.

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Fisher-Price's Concept Video Imagines the Tech-Heavy, Screenless Toys of 2025

http://www.adweek.com/adfreak/fisher-prices-delightful-concept-video-imagines-tech-heavy-screenless-toys-2025-170362

"Our research process led us to the conclusion that the future is not screen-based. When anything can be a display, tech will dissolve into the environment," Mark Zeller, head of design at Fisher-Price, tells Fast Company.

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Beyond Meat to unveil 'the first plant-based burger that will be placed in the meat counter'

http://www.foodnavigator-usa.com/Manufacturers/Beyond-Meat-to-launch-plant-based-burger-in-the-meat-counter

Beyond Meat – the California-based maker of plant-based ‘meat’ – is preparing to test market what it claims is “the first plant-based burger that will be placed in the meat counter”, according to executive chairman Seth Goldman.

The refrigerated burger would be test marketed in the spring, and was “very different” to Beyond Meat’s frozen ‘Beast Burger’ (which launched in early 2015), although it too uses non-GMO pea protein as the primary protein source, he said.

Co-founded by Ethan Brown and Brent Taylor in 2009, Beyond Meat launched its first products on the national stage in 2013, and is now in 10,000+ stores including Publix, HEB, Target, and Whole Foods, with products including Beast burgers and sliders (made from non-GMO pea protein); Beyond Chicken strips, tenders and poppers (made from non-GMO soy and pea protein); and Beyond Beef crumbles and meatballs (made with non-GMO pea protein).

It has also recently teamed up with meal delivery firm Chef'd to launch new meal kits containing its plant-based 'meat'.

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SXSW: Hershey’s “TAKE5″ Swag Exchange

http://www.psfk.com/2016/03/casper-mophie-hershey-sxswi-brand-activations.html

Hershey made its first appearance at SXSW this year with the re-launch of its TAKE5 Bar. The TAKE5 Swag Exchange zeroed in on a classic problem at this conference, and any other major festival: All the branded swag that fills your bags each day takes up space and is a pain to carry. As a solution to this problem, Hershey brand, TAKE5, created a station where SXSW attendees could go to the exchange and trade in all those branded koozies, stress balls and pens for things that would actually do them some good at the festival. From simple and small items like sunscreen, to big-ticket items like VIP party access or a person to wait for them in the dreaded SXSW lines, the rewards at the swag exchange were exactly what was needed.

It’s one of those ideas that you see and ask, ‘Why didn’t anyone else think of this years ago?’ I was extremely impressed when the TAKE5 team explained the algorithm of the activation, which correlated the items traded in each day to a value based on how many pieces of that item were received, similar to the real stock exchange. Not only was this a great way to determine what rewards to offer, but it also kept attendees coming back daily to see what their haul would bring them.

Beyond just a great activation, TAKE5 turned all of that wasted swag into something great for the community: It gave everything traded in to non-profit organizations around Austin, making this a big all-around win for TAKE5, Hershey and the city itself.