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Unilever updates margarine campaign with fun look back

BY Tara Smith

ENGLEWOOD CLIFFS, N.J. Unilever’s “I Can’t Believe It’s Not Butter!” margarine brand on Wednesday announced the launch of a new advertising campaign.

Tagged, “Now We Know Better,” the integrated campaign takes cues from what people might have done a few years back—like sunbathing with reflectors and loading up on butter—with the idea that people know better than to fool with Mother Nature. The campaign touts “I Can’t Believe …” for its blend of oils, as a source of Omega-3 and for its lack of trans fats and lower saturated fat content than butter.

The TV, print and Internet media campaign center on the fictional family “The Buttertons,” and features and online “Now You Know Better $1,000,000 Game Show.” Hosted by John O’Hurley, the game runs through March and offers such additional prizes as spa weekends. Unilever is touting the game with banners at MSN.com and a link in the game section of the site.

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Strawberry Frog tapped for Frito-Lay True North launch

BY Tara Smith

NEW YORK Frito-Lay on Tuesday tapped independent New York agency Strawberry Frog to serve as creative agency of record for its upcoming True North line of healthy snacks.

A spokeswoman for the Plano, Texas-based Frito-Lay confirmed the agency will handle creative duties for the new nut-based snack line, which is expected to launch nationally in second quarter 2008.

Frito-Lay is reaching beyond parent PepsiCo’s advertising holding company of choice, Omnicom Group, by taking on Strawberry Frog, but both Omnicom and Frito-Lay said Strawberry Frog’s entry onto the PepsiCo roster has no bearing on the long-standing holding-company/marketer relationship.

“Nothing about this that is violation of our relationship with PepsiCo,” an Omnicom spokeswoman said. A Frito-Lay spokeswoman said: “PepsiCo continues to work with the Omnicom family of agencies, which provide the company with a great pool of talent.”

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Caffeinated Snickers Charged satisfies hunger, boosts energy

BY Tara Smith

HACKETTSTOWN, N.J. Snickers Brand today announced the introduction of Snickers Charged, the first candy bar from the brand that provides a boost of energy with caffeine.

Containing 60 mg of caffeine, taurine and B-vitamins, Snickers Charged gives consumers a boost in energy and satisfies hunger cravings. “Snickers Charged offers consumers a bar of substance and a delicious and satisfying way to tackle the afternoon hours when one needs to ‘re-power,’” said Michele Kessler, vice president, marketing, Mars Snackfood U.S.

The introduction is yet another in a wave of caffeine-infused products, which include gum, lip balm, mints and even soap. With more than 80 percent of American adults consuming caffeine each year, the market for caffeinated products continues to expand.

Now available in select food, mass, club, convenience and drug stores through March 2008, Snickers Charged comes in a 1.83-ounce single pack, comprised of one bar, and retails for $.65.

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