Fountaincombinationof
liquoricestickandsherbet
remainsthesame.”
The2.5metrelong‘Dabvert’,
whichfeaturesagiantversionof
thenewpack,wassampledby
thousandsofLondon
Above:DebbieHulmeandWillBecherbringthe
gnomestolife.Right:TheFeelGoodGnomes.
commutersandacustomer
questionnairedistributedto
openingbellfortheNASDAQ tocomehometo’.The Gnomespromote‘feelgoodness’
gatherfeedbackonthere-vamp.
StockMarketlastmonth. objectiveofthenewsite TheFeelGoodDrinksCompany
Searsadded:“Sherbet
Theceremonywas www.lindamccartneyfoods.co.uk hascommissionedadesign
Fountainwaslaunchedmore
broadcastliveinTimesSquare isto‘un-lock’thebrand’sethos studentfromSolihull,UK,to
than80yearsagoandmany
onthevideoscreenofthe andtobuildrelationshipsto helpcreateasummercampaign,
peoplewillrememberitasa
seven-storeyNASDAQtower. encourageanewgenerationof featuringuser-generated
favouritefromtheirchildhood.
ThedigitalbillboardinNew consumers. contentandbroadcastviaafully
Butinorderfortheproductto
York’sTimesSquarehasbeen Bycreating‘APlaceto integratednewmediastrategy.
behereforanother80yearswe
showingscrollingmessages Share’–recipes,blogsandthe DebbieHulmefirstcameto
knewitneededtoappealtoa
fromtextersthereandinBerlin, generalvalueofeatingethically thedrinkscompany’sattention
newgeneration.
Boston,Chicago,LosAngeles, –thewebsiteembracesSilver whenshesubmittedashort
“Theproductimprovements
Miami,SanFranciscoandother Chair’sbeliefinActivism;a animationaspartoftheYoung
includeare-sealabletubeto
locationswherestorefront strategywhichencouragesthe CreativesNetworkawardslast
keeptheproductfresherfor
digitalsignsarelinkedfora consumertofeelpartofthebrand. year.Inresponsetothebriefof
longer,tostopsherbetfrom
multi-site,international ‘spreadingfeelgoodness’,her
leakingandtoensurethatthe
textingexperience. IntegrationhighlightsDubai animationfeaturedplasticine
productistamper-proof.The
Intel’scampaignwebsitealso Anewcampaignacrossprint gnomes,whichwereaninstant
newpackaginghasbeencreated
tiesthe‘TextforTomorrow‘ anddigitalmediahasbeen hit.LibbyWybrow,marketing
aftergoingtogreatlengthsto
creativetogetherontraditional launchedbytheUKandIreland managerforthesoftdrinks
findoutwhatourcustomers
billboardsandbusstops officeoftheGovernmentof company,said:“Thefirsttime
wouldlikebest.It’llbereally
showingwittyfactoidsalong Dubai,DepartmentofTourism wesawDebbie’sideaweknewit
interestingtodigestthe
withthe‘SponsorsofTomorrow’ andCommerceMarketing hadbagsofpotential.
feedbackfromthepublicafter
slogannexttotheIntellogo. (DTCM).Theaimisforan “Theendresultisanutterly
ouredibleadverthasbeen
intensiveperiodofmarketingto uniquecommercialthatIhope
consumedbythem.”
FaceliftforMcCartneywebsite promoteDubaitonewand willraiseawarenessofourbrand
Tocoincidewitharebrandfor existingaudiences. andraiseafewsmiles,too.”
Textingfortomorrow
LindaMcCartneyFoods,UK-based Dubairecordeda14percent Hulmewasinvitedtoactas
Intelhasrolledoutitsbiggest
creativecommunicationsagency, increaseinthenumberofUK creativeconsultantonthe
marketingcampaigninnearly
SilverChair,hascreatedanew visitorstotheemiratein2008. project,workingwiththe
threeyears–promotingtheIntel
websiteaimingtodeliveran Thecampaign,createdby companyandanimationagency,
brandratherthana
experiencewhichgoesmuch London-basedagenciesInitiative LooseMoose,tocreatethe
microprocessorproduct–inthe
furtherthanjusttheproducts. andIMLondon(formerly commercial.Shewasalsoable
UK,theUSandinGermanyand
LindaMcCartneyFoods’ IndependentMarketing) tolearnfromBAFTA-nominated
usingprint,online,outdoorand
parentcompany,theHain representsanincreaseof40per WillBecher,whowasanimation
variousin-storeandonlineretail
CelestialGroup,rebrandedthe centonlastyear’sadvertising directorontheproject.
campaigns.Globalmedia
vegetarianfoodrangeand spendandrunsalongsidean Aheadofbroadcastingthe
planningwashandledbyOMD.
creatednewpackagingforthe existingPRcampaign,managed campaignonBritishTVthis
Entitled‘Sponsorsof
fullproductbase,retainingthe byTheCommunicationGroup. summer,FeelGoodDrinkshas
Tomorrow’thepushwillexpand
iconicheartmotif,whichwas Thenew12-monthcampaign teamedwithmulti-channelTV
tomorethantwodozenother
drawnbyLindaherself,andalso usesantoappealtopersonal serviceFreewireanddedicated
countries,concludingwithBrazil
featuringanewstrapline:‘Food andemotivedrivers–suchas onlinechannelStudentTV,to
andJapanlaterintheyear.
thenewslogan:‘Thisisour seedthecampaignandcreate
Toringinthenewcampaign
Dubai,what’syours?’–andthe onlineawarenesswithmore
–literally–agroupofIntel
carefulidentificationofdistinct than160,000studentsviahalls
employeesrangtheceremonial
targetmarketsegments. ofresidenceandstudentunions.
www.dmi-news.com June2009 17
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