Whilst doing the mundane weekly shop in Tesco this week I stumbled across the new range from Frijj – 3 brand new milkshakes that had absoultely no appeal to me but, at a guess, I’d say I’m not the target audience for these raspberry jam, honeycomb choc or Sticky coffee range! Admittedly I stumbled across them as they had taken off the whole of the reduced items section (something that might not suggest positive sales or poor over-ordering by the Tesco buyers) but this isn’t a critique of stock replenishment at my local store…
Having a snoop around online when I got back I soon found this is a new brand launch and has been supported by a digital campaign to embrace the unexpected – with an initial digital game of “You LOL you lose” which will be followed in September with a pet translator app…
The game sees you confronted with multiple YouTube clips and using webcam technology you have to keep a straight face.
So after I declared my hatred of the irritating pantene/cat deeley/swissh campaign I was upset this morning to see another ad that appears to be a direct copy.
Dont upload a swish, upload a wink….. *yawn*
– these ads are so similar I’m sure the same concept boards could have almost been used.
That said Boots have at least made some positive changes within their exquisite curl campaign…
- The campaign URL is more memorable
- They allow video and photo uploads
- The campaign sits within Facebook allowing user interaction with the brand, and the brand is responding quickly
- The prizes, although low value, are encouraging trial by proving lots of product winners
And No7, despite your terrible advertising, I’ll still buy your mascara – because it’s good, not because of a wink, and an exquisite curl sample would be lovely 😉