Read the full feature here.
Since we added Trident gum to our confectionery brand shelf, where it sits alongside our other Mondelez brands Halls, Stride and freshest new addition, Trebor, we’ve been busy chewing their entire catalogue of sugar-free flavours and developing our first campaign.
The campaign introduces the sugar-free gum brand’s clever new product, Trident Unwrapped, a bottled soft gum that puts the product people love in a clever new wrapper-less format. Super useful, right?
The TV spot is accompanied by a 30” online film, hosted on Trident’s YouTube channel.
Sugar-free gum has never felt so convenient.
Wieden+Kennedy London has launched ‘Chewing Hands’, its first work for Trident since being awarded the account in August 2014. The campaign, which introduces Trident’s latest product offering of bottled soft gum, shows how the brand brings people the gum they love in a ‘Super Useful’ new format.
Directed by Benjamin Weinstein, a 15” spot launched the campaign on US TV, accompanied by a 30” online film on Trident’s YouTube channel. Through straight talking humour set against an idyllic backdrop, ‘Chewing Hands’ demonstrate the luxurious convenience of soft gum in a bottle.
International. The agency will lead marketing and communication services across traditional and digital media channels in the UK, with the first campaign set to launch in 2015.
Trebor Extra Strong Mints were launched in 1935, later adopting the famous slogan, “Trebor Mints are a minty bit stronger”, and Trebor Softmints arrived in 1981.
The win is a result of Wieden+Kennedy London’s strong relationship with the global food and beverage company. Since being awarded the Stride US account in December 2011 and with the addition of Trebor, the agency has grown its portfolio to hold a total of four Mondelēz International brands, including Trident gum in the USA and Halls globally.
Neil Christie, Managing Director of Wieden+Kennedy London, comments “Trebor is a classic British brand with loads of potential. We look forward to doing some extra-strong work with them.”
Clearly there are more important issues than marketing to consider when thinking about Scottish independence, but being up in Scotland on business in the days before the referendum led me to think about what a yes vote for independence might mean for brands that use aspects of Britishness to define their appeal. Ones that come to mind include Burberry, Lambs Navy Rum, Hovis, Mini and BA which, since the days of ‘the world’s favourite airline’, has had an assocation with national pride in international success. What would a ‘yes’ vote for Scottish independence mean for these avowedly British brands? If Britain no longer includes Scotland, what will ‘Britishness’ signify to the Scots? If a vote for independence is a vote for disassociation from ‘British’ values in favour of distinctively Scottish values, does that deposition British brands and put them at a disadvantage when targetting the Scots? And will it change what Britishness means to the English, Irish and Welsh? Might ‘British’ values effectively become a synonym for English, leading to a lack of relevance in the rest of the UK?
I’d argue that it’s not hard to think of attributes that are distinctively Scottish rather than British: proud, rebellious, dour, wry, frugal, etc. It’s harder to think of attributes that are distinctively British rather than English. And if British brands become merely English, that may narrow their appeal.
And if brands can't trade on Britishness any more, never again will we see genius like this, which would be a shame:
Mind you, it's not hard to imagine Irn Bru running a campaign along similar lines to the one above if Scotland were to vote yes for independence: "I'm Joe Broon and I drink Irn Bru! Come and get me, ye auld Etonians!" Smart Scots brands will no doubt be hoping and planning to tap into the popular mood, whichever way the vote goes.
Over the past week, you may be forgiven for thinking Dave Gorman is stalking you. He’s been popping up outdoors, on screens and in the press, telling you in not-so-subtle ways to watch the second series of his new show, Modern Life is Goodish. And he’s rather spot-on in his targeting, isn’t he?
UKTV briefed us to create a campaign to promote his new TV series, starting on Dave at 10pm tonight. Together, we wanted to challenge the norm in marketing just like the witty comic challenges the norm in his critically acclaimed show.
From popping up in your Facebook feeds and honing in on your Twitter chat, to disrupting the tried and true grid system of a magazine layout just because he can, the comedian is reaching new and existing fans by exposing the quirks of ad placement and social media targeting.
Taking cues from the series, which points out life’s absurdities by making viewers think twice about the humour in everyday moments, the print, digital and OOH campaign pokes fun at the smoke and mirrors techniques used in advertising.
On Facebook, Dave highlights the eerily specific targeted ads that pop up on users’ newsfeeds. Promoted ads address users with playful graphics mirroring their own profiles, speaking directly to curiously specific groups including Scottish men interested in cooking and frequent travellers interested in home appliances.
On Twitter, Dave is spooking twitter users by tweeting images directly at users based on the keywords they use.
And online, he’s exposing the elaborate labels digital ad targeting applies to us. Energetic optimist? Sure. We'll take that one.
Keep an eye out for more of Dave Gorman interrupting your thoroughly modern life, and make sure to tune in for the first episode of Dave Gorman: Modern Life is Goodish tonight on Dave at 10pm.
Win when you spend, win when you don’t. That’s the idea behind our new Tesco Bank ‘Win Win’ campaign celebrating all the benefits the bank’s customers experience by choosing its current account.
As a Tesco Bank current account customer, you can collect Clubcard points on almost everything you buy with your debit card and even earn extra points on your shopping at Tesco when you spend. When you don’t, your current account balance earns interest. That’s a win-win situation.
We created a pair of TV spots which play on the contrast between two alternate scenarios to echo the win win experience. Comparing the thrill of a family day out at the aquarium with a budding amateur biologist's rather less extravagant fascination with his pet goldfish, and the glamour of a pastel-hued dog grooming parlour with the hands-on (if slightly damp) fun of the DIY version, the films capture the bright side of very different experiences.
Our print and outdoor campaign also uses the juxtaposition of alternate sides of familiar objects to articulate the campaign message in a clear and simple way.
Read more about the new current account here.
Win when you spend, win when you don’t. That’s the idea behind Wieden+Kennedy Londons new Tesco Bank ‘Win Win’ campaign celebrating all the benefits the bank’s customers experience by choosing its current account.
Tesco Bank current account customers can collect Clubcard points on almost everything they purchase with their debit card and even earn extra points on your shopping at Tesco when they spend. When they don’t, their current account balance earns interest – hence the campaign's name, 'Win Win'.
Wieden+Kennedy London created a pair of TV spots which play on the contrast between two alternate scenarios to echo the win-win experience. Comparing the thrill of a family day out at the aquarium with a budding amateur biologist's rather less extravagant fascination with his pet goldfish, and the glamour of a pastel-hued dog grooming parlour with the hands-on fun of the DIY version, the films capture the bright side of very different experiences. An accompanying print and outdoor campaign also uses the juxtaposition of alternate sides of familiar objects to articulate the campaign message in a clear and simple way.
Read more about the new current account here.