Maynards /
What’s In Your Packet?
Cadbury’s wanted to celebrate the 100th anniversary of the Maynards Wine Gums brand and we were tasked with making this happen. Bringing the iconic ‘Hootsmon’ back, this integrated campaign has led to the brand seeing a real resurgence within the Cadbury business and with consumers.
Our work across the Cadbury’s portfolio saw us briefed on creating a promotion for this iconic British brand that would celebrate the 100th anniversary of Maynards Wine Gums.
Our strategy led us to reintroducing an advertising icon by playing on the humorous heritage of the Maynards ‘Hootsmon’ made famous in the early 1990’s TV advertising campaigns. Going live in July 2009 we unleashed our reinvented ‘Hootsmon’ across multiple platforms including on-pack, outdoor, in store and radio. The disruptive creative concept is key, with the Hootsmon lifting his kilt which brings to life the personality of the character – cheeky, quirky and fun, whilst creating stand out of the promotion in all channels. As part of the campaign Maynards secured increased listings, distribution and share of shelf across the country, which in turn led to greater awareness and sales.
Overall sales have seen an uplift of 13% compared to last year and in the Grocery sector there has been a significant increase of 42%
year on year. This promotion and these results have elevated this dated and low ranking brand within Cadbury’s to become a priority brand for 2010.
De Beers /
Forevermark
The creation of a global communications blueprint for DeBeers Diamonds saw us roll out their new Forevermark brand. Designed to lay the foundations for ensuring it became a universal and global brand in its own right.
Forevermark is a marque launched by De Beers in 2008, which assures consumers of the diamonds’ high standards of craftsmanship, ethicacy and provenance.
We were asked to create a global blueprint to communicate this new brand in key Asian markets including China, Hong Kong and Japan. This educative activity was designed to lay the foundations for ensuring Forevermark became a universal and global brand in its own right in the future.
Every diamond is unique and behind every jewel is a story. Using the brief ‘Precious’ we created a collection of diamond jewellery pieces and stories, in collaboration with a number of literary experts and jewellery designers.
The Precious Collection was then launched at events in each territory, to which media and local celebrities were invited. The collection, the authors and designers provided visual content and personality to bring the brand to life in media.
A toolkit and media kit was created for translation and distribution in markets, along with event and media guidelines.
Over $1 million of editorial was generated.