If, like me, you are still too tight to fork out for a Spotify Premium account, you’ll be familiar with the technique of ‘zoning out’ and ignoring the adverts that get in the way of you enjoying the musical delights of your favourite artists.
Working in the marketing industry, it’s often hard to look at campaigns, brands and adverts (outside of work) without your analytical and cynical work hat on. That’s why I was all the more impressed when curiosity got the better of me when I was listening to Spotify and one particular advert caught my attention.
“Click here to watch the world’s first video you can taste”
I knew that this wasn’t actually possible (well I was 99 per cent sure), but I couldn’t help but click through and see what it was all about.
This is what I found:
Did you taste chocolate? Obviously not because ‘It’s all Lies!’ and part of the latest marketing push from Kellogg’s Rice Krispie Squares. The whole campaign is based on the idea that the popular cereal bars aren’t even square and agency Leo Burnett created this brash, tongue in cheek integrated campaign which turns advertising on its head and pokes fun at the idea that adverts are renowned for featuring big, bold and unrealistic claims.
The campaign included TV adverts, billboards and social media activity and caught people’s attention with an outrageous lie such as ‘free boat with purchase’ and ‘the first video you can taste’ but then the ‘small print’ reveals that it’s all lies.
I think this is the kind of campaign which can split professional opinion but I personally think it’s clever and effective, and it personally changed my perception of a brand which I previously associated with my school canteen. I applaud the fact that Kellogg’s took a risk that perhaps many other brands would not be comfortable with.
Posted by Janelle on January 20th, 2012