4 minute read
NPD & Media
by 55 North
PICKS OF THE WEEK – COCA-COLA
COCA-COLA UNVEILS REAL MAGIC CHRISTMAS CAMPAIGN
The campaign is supported by a series of activations across various channels, including influencer partnerships and consumer-led activity.
Coca-Cola has launched a seasonal campaign that spotlights and celebrates the magic of community and togetherness.
Real Magic at Christmas is anchored by a new short film which is supported by a series of activations across various channels, including influencer partnerships, consumer-led activity and charity initiatives.
The new ad, created by dentsuMB UK, begins with a boy moving into a new flat with his mum at Christmas. He notices there’s no fireplace and the realisation hits him – no chimney means no Santa. So, he decides to make one himself. The boy starts building a chimney of boxes and neighbours quickly band together to help finish it in time for Christmas. The 60-second ad will air on 1 December.
Manolo Arroyo, Global Chief Marketing Officer at The Coca-Cola Company, said: “This is our first Christmas campaign under the new Real Magic brand philosophy for Coca-Cola. With a simple and uplifting message of unity, inclusion and positivity at its heart it aims to remind us that all we need for a magical Christmas is shared moments with community and the ones we love.”
Simon Lloyd, Chief Creative Officer at denstuMB UK, said: “Magic is all around us, but most of the time we don’t even notice. This story is set in an apartment block in the USA, but it could be anywhere. For most people in the world, living stacked up on top of one another is a reality – so close yet still strangers. But then global pandemic also brought neighbours together like never before. With Christmas cancelled for many last year, this humble holiday story focuses on what matters: community and generosity that connects us in an imperfect world.”
PICKS OF THE WEEK – MARS FOOD
BEN’S ORIGINAL LAUNCHES FIRST UK MARKETING CAMPAIGN
The fully integrated campaign first aired in the United States before rolling out to the UK.
Mars Food has launched the first Ben’s Original marketing campaign in the UK. The first adverts from the campaign, called ‘We’re all original recipes’, shows the unique recipes, traditions and interactions that make each family original.
The adverts feature a collection of six diverse and real households who gather around the table for their favourite meals featuring Ben’s Original long grain rice. These include a nuclear family, a pair of friends, three roommates, a single-parent family, a family who uses sign-language, and a multi-generational family.
Rafael Narvaez, Global Chief Marketing Officer and R&D Officer at Mars Food, said: “The inspiration for the new campaign came from the simplest of places – our brand name. Original not only speaks to the quality of the world’s best rice brand, but also our vision of inclusivity that celebrates individuality. We are not defined by our age, gender, sexuality or race – what defines us are the personality traits and quirks that make us all unique. Because we’re individuals… we’re all original.”
The fully integrated campaign, which was developed by The&Partnership, first aired in the United States before rolling out to the UK. The first burst of UK activity includes two television ads, as well as digital, social and video-on-demand formats that will air on a variety of different platforms.
Andre Moreira, Executive Creative Director at The&Partnership, said: “This Ben’s Original campaign is based on the simple, but strong belief that every meal, every family, every single one of us brings something different to the table. We all have an original story to tell. Because we’re all original recipes.”
PICKS OF THE WEEK
SLICED APPLE
Captain Morgan has launched Captain Morgan Sliced Apple to tap into the ongoing popularity of flavoured spirits. The 25% ABV spirit drink is rolling out to Spar, Nisa and Bestway in a 70cl bottle format (RSP £16.50) during November, with wider availability in the spring.
CURRY RICE
Tilda is tapping into the growth of shoppers experimenting with modern Asian cuisine with its new limited-edition Katsu Curry rice. This ready-to-heat recipe from Tilda features a blend of aromatic curry spices combined with carrots, tamarind and coconut cream. RSP £1.59.
LOADED BITES
Calbee has expanded its Loaded range, following the success of last year’s Loaded Fries. Loaded Bites are available in two flavours – BBQ Beef and Sour Cream & Onion – in cases of 8x6x16g multipacks, cases of 11x55g £1 PMPs, and 8x90g sharing bags. All RSP at £1.
COCKTAIL CANS
Startup brand Whitebox has launched a new range, after its Negroni drink sold more than 60,000 cans. All Whitebox products have similar ABVs to drinks served in bars. The eight-strong range (RSP £3.50 to £7) includes classic cocktails, old fashioneds, and whisky highballs.
CHRISTMAS COGNAC
The House of Hine has presentedthe latest edition of itsH by Hine artist gift box for thefestive season. This year’s artworkwas created by Frenchartist Sasha Ferré. It is availableat The Whisky Exchange andMaster of Malt. RSP £38.
JOY OF PARENTING
Heinz for Baby is launching a new ad campaign to celebrate the joy of parenting. The campaign showcases footage of parents experiencing moments of pure joy with their children. The campaign initially launches across digital video and social media channels.
