Cheryl Hunter (shelflife at marklives.com)’s weekly pick of all things new — product, packaging, design, insight, food, décor and more!
- Hill’s creates Dr Seuss for dogs
- Dove’s latest reveal
- The Macallan in SA
Doggy daydreams
Sensing the opportunity to put a smile on pet owners’ faces when briefed by client Hill’s Pet Nutrition, advertising agency Kilmer & Cruise looked for a solution that connected on more than just a promotional level; it dreamt of something bigger.
The team at Hill’s Pet Nutrition wanted to reward consumers with doggy-bed pillows upon qualifying purchases, and that sparked the insight that, although dog owners know their dogs really well — all their little quirks, their personalities and how they like to be fed — no-one ever truly knows what dogs dream about.
Says Francois Wessels, creative director and co-founder at Kilmer & Cruise, “We needed to be effective, but wanted to do more than just ‘promo, price, punt’. We had a plethora of ideas: dogs could be dreaming about chasing cars, catching cats or pretty much anything in-between. For a happy, healthy dog living a balanced lifestyle with nutritious Hill’s canine and a soft ‘doggy dream-maker pillow’, the possibilities are endless.
“With emphasis on hand-drawn lettering and illustration, we aimed to instil a loose, free-form and almost Dr Seussian bedtime story quality to the overall aesthetic; thereby mimicking a childlike sense of wonder and carefree abandon.”
For large dogs, the agency placed emphasis upon lightness and being able to fly in their dreams, while for the small dogs it drew inspiration from the adage of dynamite coming in a small packages: “We aimed to connect with the consumer in much the same way as their interaction with their pets; through warmth and joy.”
The promotion will be available in-store during until stocks last.
Client: Web • Facebook • Twitter | Agency: Web • Twitter
The age-old question
According to new global research by Dove, only 10% of women are happy to reveal how old they are and will often conceal their real age. In response, the brand has created a short film, How Old Are You? to inspire women to celebrate their beauty at every age.
https://youtu.be/3isFU0mXSxo
Dove has discovered that one in four women use a negative description about their appearance when asked how old they are, including words such as “old” and “too fat”. The age question makes women feel so uncomfortable that two in five have pretended to be younger and often have avoided celebrating their birthdays.
Says Sphelele Mjadu, Dove PR manager, “In a world where youth is synonymous with beauty, women feel that they have to look young to be considered beautiful. Dove produced How Old Are You? to encourage women to reconsider their beauty and understand that they are beautiful regardless of their age.”
The short film raises the question about when women start to feel anxious about their age and shows girls proudly stating their age while women avoid the question. Since girls mirror their mothers’ behaviors about beauty, confidence and self-esteem, it is important that mothers recognise the beauty in themselves at every age to set positive examples for their daughters. By asking women How Old Are You? Dove invites women to consider how they feel when they reveal their age and the impact this has on them every day.
Triple the taste
Single-malt whiskey, The Macallan, will be launching the triple-cask-matured Fine Oak Range in South Africa, where interest in malt whisky continues to grow.
The Fine Oak range is triple-cask-matured in a combination of European oak sherry casks, American oak sherry seasoned casks and American bourbon casks, intended to deliver a more-diverse, yet subtle, style of whisky.
The range will sit alongside The Macallan 1824 Masters Series, also available in SA and including Rare Cask, Reflexion, No.6 and M, offering The Macallan fans a wider choice of whiskies from the portfolio.
These whiskies will be available at select retailers this month.
Shelf Life is MarkLives.com’s weekly column covering all things new. Notify us of yours at shelflife at marklives dot com. Want to sponsor Shelf Life? Contact us here.
Cheryl Hunter (@cherylhunter) has written for the South African media, marketing and advertising industries for more than 15 years. A former editor of M&M in Independent Newspapers and contributor to Bizcommunity, AdFocus, AdReview and the Ad Annual, she has also produced for various television networks and currently consults on communication strategy and media liaison.
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