Louise Marsland’s (@Louise_Marsland) pick of new product, packaging and design launches.
We couldn’t resist a screaming goat, although we don’t think the meme will outlast kittens; Kellogg’s and JWT lauded internationally for local brand launch and Consol lets its inner party animal loose.
Fry’s gets your goat
Capitalising on the recent meat scandals, where traces of goat, donkey, horse and water buffalo have been found in all kinds of unrelated meat products, Fry’s vegetarian products decided to highlight the benefits of its meat alternatives. Given the bad taste the scandal has left in many people’s mouths, agency Joe Public thought it was a perfect time to promote Fry’s vegetarian product range. Wally Fry has been making vegetarian meals and meat substitute products since 1991 to combat the negative impact of animal agriculture on the planet.
And of course, with screaming goats being the YouTube sensation of the moment, there’s a screaming goat. The ad is well done and very topical, but I have to admit, I still want a steak after seeing it sizzling on the braai in the first clip, goat or no goat!
JWT creates a stir with Kellogg’s
Kellogg’s South Africa has received the prestigious ‘W.K. Kellogg’ global values award for applying best practice in contributing to business success for the launch of new product, Kellogg’s Corn Flakes Instant Porridge.
In just six short months from launch, the company’s newest offering has received significant share within the cereal market and this marketing excellence award celebrates the team’s approach in applying top performing Kellogg values and is judged across the Asia Pacific region.
Agency JWT South Africa worked closely with Kellogg’s to deliver the project, product, distribution and marketing elements to tight deadline. The ‘Stir it up’ campaign promoted the benefits of the Corn Flakes taste in a hot porridge.
Kellogg’s currently has over 40% share of the ready-to-eat breakfast cereal category, which it has dominated for 75 years. The new product was designed to compete with other hot porridges during the winter months.
Glass is good
Consol Glass has been promoting glass as a sustainable and attractive packaging proposition for years, and in a new campaign to promote glass, agency human.kind was briefed to create a consumer-driven promotion over the typically high-consumption festive season.
To immerse consumers in an experience with glass, the Consol Mixology cocktail campaign encouraged party goers to choose their drinks in bottles to win a sponsored party. Social media was the driver and the competition mechanic invited consumers to take a photo of themselves and their friends enjoying their drinks in glass bottles. These images were uploaded to Consol’s Facebook page and votes for the best image counted towards the selection of the 12 winning images.
As an additional consumer touchpoint, Consol partnered with Taste of Christmas to host the inaugural Consol Mixology Theatre. Practical cocktail making sessions showcased the Consol cocktails and highlighted the positive attributes of glass packaging at the same time.
Said business unit director at human.kind, Paul Williams: “The challenge was creating something new for Consol without losing the rich and robust heritage of the over 60-year-old brand. The result was Mixology – a short, sharp and festive campaign that got consumers choosing their drinks in glass.”
– Shelf Life by Louise Marsland is a weekly column on MarkLives. Tweet new product, packaging and design launches to @louise_marsland or email her at louise.marsland at gmail.com.
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Louise Marsland has written about the FMCG, media, marketing and advertising industry for 18 years of her 25 year media career as a former Editor of magazines AdVantage, Marketing Mix and Progressive Retailing; as well as websites Bizcommunity.com and FMCGFiles. She currently edits the weekly Wednesday Media & Marketing Page for The New Age newspaper; and is the co-founder and Publishing Editor of SA’s newly launched industry trendwatching portal, TREND. at www.trendlives.info, in partnership with MarkLives.com.
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