Blog Archives

Frijj – incredibles campaign

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…

New Toffee frijj milkshake flavour

Toffee frijj - not my cup of tea!

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.

Unfortunately the technology is hyper sensitive and is a very false environment. The slightest twitch of the head, sticking your tongue out or even fast blinking (yes I tried all of the above) causes you to lose even if you stay firmly straight faced. The video clip I stumbled across promoting the game equally shows individuals with such an exagerated laugh I was begining to wonder if I simply dont find YouTube funny as I’ve certainly never found anything as amusing to justify a head back gaffaw – a gentle giggle and a share maybe…
With the predictable share functionality to beat and share your scores amongst your Facebook or Twitter clan this campaign feels like it could have done something much bigger, or cleverer. The concept of using facial recognition for scoring is great but due to its hyper-sensitive and false environment it really feels this is a try it once gimmick – maybe like the milkshakes….
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Another terrible campaign… this time its No7

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 😉