Junk Food Packaging|短视频|广告营销案例【ADGuider广告指南】

垃圾食品包装

案例简介：描述客户的简报: 美国人讨厌蔬菜。美国人喜欢垃圾食品。不管你多么提醒人们蔬菜是健康的，它们都要在冰箱里腐烂。博尔豪斯农场，美国胡萝卜的主要种植者。美国, 我需要一种方法来把胡萝卜从蔬菜抽屉里拿出来，让人们像他们最喜欢的垃圾食品零食一样津津有味地咀嚼胡萝卜。因为胡萝卜已经像许多臭名昭著的垃圾零食一样脆、芒奇和霓虹橙色，我们认为唯一缺少的是垃圾食品包装。描述促销如何从概念发展到实施: 我们把垃圾食品的过度营销策略转向了他们。2010年9月，我们在垃圾食品包装中重新推出了婴儿胡萝卜。三个不同风格的包上架 -- 极端、别致和未来。每个包装都有自己的讽刺垃圾食品风格的广告。然后，我们直接进入垃圾食品的地盘，在高中放置定制的 “像垃圾食品一样吃” 自动售货机，就在他们新的垃圾食品竞争对手旁边。解释为什么促销方法与产品或服务最相关: 胡萝卜已经是可腐烂的、可食用的、松脆的、芒奇的、霓虹橙色的，甚至令人上瘾。真的，缺少的只是垃圾食品营销。像垃圾食品包装一样吃这些东西扰乱了美国关于健康零食的可预测的话语，最终让一个无聊的老素食主义者开始进攻。描述客户和消费者的成功促销，包括一些可量化的结果: 尽管婴儿胡萝卜垃圾食品包装在两个测试市场只运行了一个月，但迄今为止，这种包装在国际上赢得了 7.4亿多个媒体印象。《纽约时报》、美国有线电视新闻网、《今日美国》、美联社、《赫芬顿邮报》和《周六夜现场》都有报道。但更重要的是，现在世界各地的人们都像吃垃圾食品一样吃。我们相信，只要人们吃得更健康，就没有错误的方法。

垃圾食品包装

案例简介：Describe the brief from the client: Americans hate veggies. Americans love junk food. No matter how much you remind people that veggies are healthy, they’re left to rot in the refrigerator crisper. Bolthouse Farms, the leading grower of carrots in the U.S., needed a way to get carrots out of the veggie drawer and get people crunching on them with as much gusto as their favorite junk-food snacks. And since carrots are already crunchy, munchy and neon orange like so many infamous junky snacks, we figured the only thing missing was the junk-food packaging. Describe how the promotion developed from concept to implementation: We turned junk food’s over-the-top marketing tactics against them. In September 2010, we re-launched baby carrots in junk-food packaging. Three differently styled bags hit shelves—extreme, chic and futuristic. Each package featured its own satirical junk-food-style commercial. And then, we went straight for junk food’s turf by placing customized ‘Eat ‘Em Like Junk Food’ vending machines in high schools, right next to their new junk-food competitors. Explain why the method of promotion was most relevant to the product or service: Carrots were already poppable, dippable, crunchy, munchy, neon-orangey and even addictive. Really, all that was missing was the junk-food marketing. The Eat ‘Em Like Junk Food packaging disrupted the predictable American discourse on healthy snacking and finally put a boring old veggie on the offense. Describe the success of the promotion with both client and consumer including some quantifiable results: Despite baby carrot junk-food packaging running for just a single month in two test markets, the packaging has earned more than 740 million media impressions internationally to date. It’s been featured in the New York Times, CNN, USA Today, the Associated Press, the Huffington Post and Saturday Night Live. But more importantly, people everywhere are now eating ’em like junk food. We believe as long as people are eating healthier, there’s no wrong way to do it.