Behind the Scenes of Cadbury’s Triplets Ad – 3x More Delectable

Ever wondered how the big brands of South Africa go about making their ads? You know, the ones you see on TV and can’t help but smile at because they just melt your heart – the kind of ad that you remember for years down the line? Well the latest Cadbury Dairy Milk chocolate ad is just that. Recently on eNCA’s Maggs on Media, I witnessed them go behind the scenes of this delectable brand’s campaign.

The latest ad entitled ‘Triplets’ is part of Cadbury’s new Free The Joy campaign – which I can only imagine was intended to engage Cadbury’s female target market. Put together by the creative geniuses at Ogilvy & Mather Johannesburg, the team was apparently given just a one page brief and told that the brand needed to capture “irresistible joy” – the same joy that countless South Africans know all too well from nomming on their little slab of indulgence. You’ve probably seen the ad by now (like a gazillion times, plus-minus). Ogilvy built the story around three unborn bundles of joy, bobbing around in the womb to the melodic sounds of Joy (We Are Family) by South African acapella group, The Soil. And it’s the kind of tune you just can’t help but lose yourself in for the next 31 seconds as the mother sits on the bus and indulges in her Cadbury slab (is that even healthy for those kids? just saying …).

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The ad aims to tap into a rather simple yet strong insight that South Africans are inherently a joyful people with much love and happiness within every fellow stranger you meet.

Adrian De Sa Garces of Velocity Films who directed the advert said, “When The Soil performs the song, you can feel their passion and a rich sense of joy – we wanted this to come through in our TV ad. South Africans have not seen animation of this quality and much attention was given so that the most realistic and beautiful expression of ‘joy’ and real life through animation could be created through the triplets.”

In fact, the group’s body movements and facial expressions were captured through motion-capture-suits and transposed onto the animated babies. South Africans truly haven’t seen ad animation of this level before. Even I had to look twice to realise that although very life-like, there’s no way you can boogie like that before being potty trained!
You can check out the live performance below by The Soil. They really are a joyful delight. This is certainly a brand that makes me dance. Literally.

If you haven’t already seen the integrated marketing communications at work all over SA’s shops, you soon will. The campaign is supported by in-store displays nationwide, outdoor billboards as well as digital and a public relations campaign.

 

 

 

Uncapped Potential with ‘2ndLives’ Campaign – Ogilvy & Mather (China)

Now here’s a brand that doesn’t just make me dance … this is so amazing, it makes me frikin BREAKDANCE!

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How does one of the world’s top and most loved brands retain its competitive advantage? Well Coke have innovated a new way for people to ‘open happiness’ while opening the potential for greater sustainability through recycling.

Coke’s latest CSR (marketing?) stint comes courtesy of the creative minds at Ogilvy & Mather China in the form of their ‘2ndlives’ campaign. It was launched as part of Coke’s global sustainability program which involves releasing a range of 16 innovative bottle caps which can be screwed onto bottles after consumption, transforming them into a multitude of useful objects.

The campaign is named ‘2ndLives’ simply because it instead of throwing away the plastic bottles after you’ve downed a cold one, it encourages customers to make them a part of their lives by using these caps – essentially recycling plastic bottles which otherwise form a large amount of everyday pollution.

Coke-2nd-Lives-6-610x397 Bubble maker cap adapter

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Sharpener cap

This was a local campaign for the brand, targeting the Vietnamese consumer audience as these communities needed to literally ‘clean their act up’. Coke’s aim is to give away about 40 000 of these designer caps to start off the campaign which revolves around the central idea, ‘What if empty Coke bottles were never thrown away?’

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It’s all about consumer behaviour

Reducing environmental impact is not just a challenge for Coke, but for all manufacturers. What this campaign demonstrates so well is that curbing pollution is largely an appeal to people to change their behaviour – consumer action is what has to change in order for plastics to stay out of the landfills. By selling IDEAS to consumers through targeted solutions, is how you best move them to action. And it’s that behaviour of consumers that drives your sales. So it’s time you start learning how to drive their behaviour in turn.

Coke-2nd-Lives-2-610x397 Coke bottles dispensing condiments? Say whaaat?!

What it means for you and your branding

Coke realised very early on that when you’re marketing a green initiative emphasising it from the sustainability angle doesn’t really interest anyone. Instead, successful marketing is about developing customer solutions, not using the best rhetoric to simply raise awareness. These Coke caps don’t preach to people that “you MUST save the planet! Sustainability this, pollution that. Recycle, ra ra ra.” No. Instead they emphasise to people that “hey, why are you throwing away your bottles? Don’t you know there’s so many useful things it can do for you? Here all you need is this.” There’s no direct environmental sustainability agenda being pushed onto people, but they are selling the idea that you SHOULD recycle or reuse and in fact, you can have fun doing it and still keep things practical for your life. And people buy into the recycle concept invariably anyway! Why? Because they’re not buying the caps just for the caps. People don’t buy products – they buy ideas and brands.

Your role as a marketer and custodian of your own brand is to thus be able to understand the deeper human needs of your markets and build a solution around that to satisfy those needs.  Coke isn’t suggesting that these amazing bottle adapters will solve all the environmental issues (which their industry ironically contributes so much to). They are rather urging us to think differently, and urgently, about how we use, re-use and recycle our everyday waste. Marketing isn’t just about promoting and distributing products like the textbooks say. It’s part-and-parcel of management today. Companies sell products. But GREAT companies do brand building.

Keep the intrinsic understanding of your customer at the heart of your brand efforts and soon your bottom line will ‘open up some happiness’ of its own.

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“Ideas have the power to attract, persuade and move us. The power to change our attitudes, to change our thinking. And once you can change the way people think … you can change the world.”
_ Kavesan Pillay (aspiring advertiser)

Tim Howard : Brands Want His Hands (via AdWeek)

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World Cup closes. Branding kicks off! 

The man with the golden hands is now a branding goldmine. Here’s the latest scoop in the field of footballer endorsements and a great lesson on how the most successful brands make it to the top – consistently aligning to the brand image.

http://www.adweek.com/news/advertising-branding/tim-howard-talks-about-perfect-brand-partner-158889