The Sweetest Thing You Could Grow|微电影|广告营销案例【ADGuider广告指南】

最甜蜜的事情，你可以成长

案例简介：广告代理商Humanaut为新Splenda甜叶菊创建了一个全国性的多媒体营销活动，目的是消除对甜叶菊实际上是一种植物的名称这一事实的混淆，“你可以种植的植物”，并向人们介绍市场上最好的味道和最天然的甜叶菊产品。消费者正在寻求更健康的生活方式和产品，这些产品含有更少的糖和更多的天然成分。他们认为甜叶菊是天然的，含有它的其他甜味剂对他们越来越有吸引力。但最畅销的实际上是混合物，当涉及到甜叶菊品牌时，人们没有太多的回忆。Splenda的制造商Heartland Consumer Products在市场上看到了100% 天然甜叶菊进入的空间，因此它创造了一种看起来更像真正的糖并且没有回味的甜叶菊。 Humanaut的幽默，电视，广播，数字和社交媒体指出，甜叶菊是提取全天然甜味剂的植物的名称，而不是某种化学物质。在30秒的电视广告中，核心部分，当女主角从画外音中得知甜叶菊是一种植物时，我们只是听到了全天然糖的替代品。她突然打破了性格。“等一下，如果甜叶菊是一种植物，是什么阻止人们自己种植它？” 她要求知道。然后，这个想法升级到人们炫耀他们新的家庭爱好的场景。广告对象并没有感到放心，他们可以用Splenda Stevia使他们的饮料和烘焙食品变甜，而是通过在60秒版本的mom & pop gardens和地下室实验室中种植自己的Stevia藏品来反抗英特尔。一个人把一袋自家种的甜叶菊带到一家餐馆，这样他就可以给自己的咖啡加甜，而一位母亲则吹嘘儿子的庄稼。在整个过程中，VO试图告知他们Splenda使用了叶子中最甜的部分，并且已经种植了最好的甜叶菊，因此他们不必这样做，因为他们坚持认为自己已经击败了该品牌。“拿着，Splenda!” 一个家伙说。标语: “这是我们可以种植的最甜蜜的东西。 “就像Humanaut的许多作品一样，它有一种自我意识-我们知道我们是一家制作商业广告的大公司，我们对这种形式感到很开心，” Humanaut创始人兼首席创意官David Littlejohn说。“它开始是一个传统的商业广告，然后崩溃，人们打断并坚持它的人。但底线是，购买Splenda甜叶菊比费尽心思自己做更有意义。“ 广告的6秒，15秒和60秒版本是为数字设计的。广播广告以dj之间的脚本玩笑为特色，其中一位主持人试图阅读 “直接” 广告副本，而另一位主持人则烦人地打断询问自己种植甜叶菊的情况。该活动的主要目标包括现有的甜叶菊用户，他们是健康爱好者，过着积极的生活方式。Splenda希望对他们进行品牌和类别教育，以激发审判。除了Humanaut的创意外，Splenda还重新设计了包装，并计划对产品进行采样，以增加试用并教育人们了解Splenda天然甜叶菊的纯净成分和更好的口味。该公司含有天然存在的赤藓醇和甜叶菊作为其唯一的成分，并使用不同的工艺从植物中提取它们。 “甜味剂类别继续发展，我们正在为该类别带来创造性的扭曲，使我们能够区分我们的品牌，” Ami Krishan高级营销总监在SPLENDA上说®甜叶菊。“竞选活动的想法是一个好玩的点头，甜叶菊是一种植物，在SPLENDA®我们已经做了所有的艰苦工作来提供最好的品尝产品，所以你不必自己种植-但你可以。 “这个项目有助于我们的使命，即 '让人们的大脑里有好东西'，” 利特尔约翰说。“我们觉得甜叶菊是 [对抗] 糖的巨大问题和人工甜味剂的担忧的好东西之一。这是一个很好的机会，可以消除对甜叶菊的误解，并将人们引向最美味的甜叶菊。

最甜蜜的事情，你可以成长

案例简介：Advertising agency Humanaut has created a national multimedia marketing campaign for new Splenda Stevia with the goal of clearing up confusion about the fact that Stevia is actually the name of a plant, “a plant you could grow,” and to introduce people to the best-tasting and most natural Stevia product on the market. Consumers are seeking healthier lifestyles and products that contain less sugar and more natural ingredients. They view Stevia as natural, and other sweeteners that contain it have become increasingly attractive to them. But the top sellers are actually blends, and people don’t have much recall when it comes to Stevia brands. Heartland Consumer Products, the maker of Splenda, saw room for a 100%-natural Stevia entry in the market, so it created one that looks much more like real sugar and has no aftertaste. Humanaut’s humorous, TV, radio, digital and social media spots school people that Stevia is the name of the plant from which the all-natural sweetener is extracted, not some chemical. In the 30-second TV ad , the central component, we’re just hearing about the all-natural sugar substitute when the lead actress learns that Stevia is a plant from the voiceover. She suddenly breaks character. “Wait a minute, if Stevia’s a plant, what’s stopping people from growing it themselves?” she demands to know. This idea then escalates to scenes of people showing off their new home-based hobbies. Rather than feel relieved they can sweeten their drinks and baked goods with Splenda Stevia, the ad subjects rebel to the intel by cultivating their own Stevia stashes in mom & pop gardens and basement labs in a 60-second version . One guy brings a home-grown baggie of Stevia to a diner so he can sweeten his own coffee and a mom brags about her son’s closetful of crops. Throughout, the VO tries to inform them that Splenda uses the sweetest part of the leaf and already grows the best tasting Stevia so they don’t have to, as they insist they have bested the brand. “Take that, Splenda!” one dude says. The tagline: “It’s the sweetest thing we could grow.” “Like a lot of Humanaut’s work, it has a sense of self awareness—we know we’re a large corporation making a commercial and we’re having fun with that format,” Humanaut Founder and Chief Creative Officer David Littlejohn said. “It starts off as a traditional commercial, then crashes with people interrupting and sticking it to the man. But the bottom line is it would just make more sense to buy Splenda Stevia than to go to all the trouble of making it yourself.” The 6-, 15- and 60-second versions of the ad were designed for digital. Radio ads feature scripted banter between DJs where one host attempts to read the “straight” ad copy while the other annoyingly interrupts to ask about growing his own Stevia. The campaign’s main target comprises existing Stevia users who are health enthusiasts and lead active lifestyles. Splenda hopes to educate them on the brand and category to inspire trial. In addition to Humanaut’s creative, Splenda has redesigned the packaging and plans to sample products to increase trial and educate people about Splenda Natural Stevia’s pure ingredients and better taste. The company contains naturally occurring erythritol and Stevia as its only ingredients and uses a different process to extract them from the plant. “The sweetener category continues to evolve, and we are bringing a creative twist to the category that enables us to differentiate our brand,” said Ami Krishan Senior Marketing Director on SPLENDA®Stevia. “The campaign idea is a playful nod that Stevia is a plant and at SPLENDA® we have done all the hard work to deliver the best tasting product so you don’t have to have to grow your own—but you could.” “This project lends itself to our mission, which is ‘Getting good things inside people’s brains,’” Littlejohn said. “We feel like Stevia is one of those good things [countering] the massive problem of sugar and concerns with artificial sweeteners. This was a really good chance to clear up misconceptions about Stevia and point people to the best-tasting Stevia.”