Tastes Like Saving the Planet|微电影,海报/平面|广告营销案例【ADGuider广告指南】

味道像拯救地球

案例简介：Humanaut宣布了首次为Bonterra有机葡萄园举行的大众媒体活动，强调了美国最喜欢的有机酒庄的可持续精神和环境资质。“像拯救地球一样的味道” 活动与传统的葡萄酒促销活动不同，它吸引了那些希望通过购买力改变世界的消费者，同时轻轻地取笑与品酒相关的陈词滥调。邀请观众 “体验拯救地球的美味，完全有味的味道”，Bonterra的脸颊: 90，30，: 15和: 06视频广告主要出现在Hulu和YouTube上，以及社交和节目视频。这个月发起的运动。 Bonterra被选为2020年加州绿色奖章获得者，自1987年以来，他独家进行了有机养殖。在开发 “像拯救地球一样的味道” 活动中，Humanaut利用Bonterra的目标是增加葡萄酒饮用者的意识，他们是天然和有机食品的普通买家，但不一定将同样的逻辑应用于他们的葡萄酒购买。这意味着讽刺现代品酒的频繁荒谬-“铅笔刨花” 或 “新鲜网球”，任何人？-作为一种呼唤Bonterra葡萄酒酿造实践的更多更深层次好处的工具。例如，其中一个: 30点开场时，一个刻板浮躁的葡萄酒饮酒者将他的葡萄酒花束比作耙叶和毽子; 这切中了人们品尝Bonterra葡萄酒的味道，并说 “这鼻子是生物多样性” 和 “它有一个大的道德养殖结束。” Bonterra的营销副总裁Rodrigo Maturana说: “研究表明，当关于可持续性和以气候为重点的主题的品牌沟通融入幽默时，消费者会更容易接受，这激励我们开发一些独特的东西。”“新的活动让我们能够与许多关心环境的酒迷建立有意义的联系，他们也欣赏了一种轻松的方式。”

味道像拯救地球

案例简介：Humanaut announced its first mass media campaign for Bonterra Organic Vineyards, highlighting the sustainable ethos and environmental credentials of America’s favorite organic winery. The “Tastes Like Saving the Planet” campaign is a departure from traditional wine promotion, appealing to consumers who are looking to change the world with their purchase power while gently poking fun at clichés associated with wine tasting. Inviting audiences to “experience the delicious, totally tasteful taste of saving the planet,” Bonterra’s tongue-in-cheek :90, :30, :15 and :06 video ads appear predominantly on Hulu and YouTube, as well as on social and programmatic video. The campaign launched this month. Selected as the 2020 California Green Medal winner in the Environment category, Bonterra has farmed exclusively organically since 1987. In developing the “Tastes Like Saving the Planet” campaign, Humanaut tapped into Bonterra’s goal to grow awareness among wine drinkers who are regular buyers of natural and organic food but don’t necessarily apply that same logic to their wine purchases. This meant satirizing the frequent absurdity of modern wine tasting notes—“pencil shavings” or “fresh tennis balls,” anyone?—as a vehicle for calling out the many, deeper benefits of Bonterra’s winemaking practices. For example, one of the :30 spots opens with a stereotypically pompous wine drinker likening his wine’s bouquet to raked leaves and shuttlecock; this cuts to people tasting Bonterra wines and remarking that “the nose on this is biodiversity” and “it’s got a big ethically farmed finish.” “Research indicates that consumers are more receptive when branded communications about sustainability and climate-focused topics incorporate humor, and this inspired us to develop something unique,” said Rodrigo Maturana, VP of marketing for Bonterra. “The new campaign allows us to make meaningful connections with the many wine fans who care about the environment and also appreciate a lighthearted approach.”