Mother Dairy Milk sports a new look

In an effort to add a hint of contemporary to the brand, Mother Dairy Milk has introduced a new packing for its milk pouches. The brand, which has touched base with its consumers in the capital city, every morning at half past five since the last 35 years, sells almost 30 lakh litres of milk per day. And, this is a clear indicative of the high degree of engagement with its consumers, for whom the recognition of the commodity is with the brand.

The new look of the milk pack comprises of village graphics putting on display the journey of the milk from the farm to the consumers’ home. The effort is however, directed towards building on the established trust, quality and uncompromised service that has always been a part of Mother Dairy’s overall branding strategy.

“Our new brand packaging is both impactful and informative in communicating our brand value to end users. Setting a new standard in the dairy industry with this packaging change, we are confident that these products will be enthusiastically received by our consumers. Consumer research shows that villages are synonymous to purity. We have taken this insight and brought it alive in our packaging,” says the official spokesperson of Mother Dairy while outlining the thought process behind the decision to repackage.

The six variants of the brand, which were previously available in different colours, will now receive uniformity in colour and will be differentiated by virtue of the designs on display. This change will be witnessed across all cities where the brand is available namely, Delhi-NCR, Mumbai, Hyderabad and Chennai.

South Asia’s  based brand consulting and design company, Ray and Keshavan, The Brand Union, is behind the revised look of the milk packs.  “The new milk pack interprets the core promise of purity and trust in an entirely contemporary way. It is always a privilege to work with Mother Dairy because the brand has an Indian heart and soul while meeting the highest global standards of quality,” says Meeta Malhotra, Director of Ray and Keshavan.

Mother Dairy Fruit and Vegetable Private Limited (MVPL)has been actively reworking their marketing strategy in the recent past. After Dhara, which launched its new campaign only last week, Mother Dairy milk’s effort to repackage comes as another attempt to maintain standing in a competitive milieu where competition is capable of dwindling long standing loyalties and consumers need to be constantly communicated with.

As one of the market leaders in the branded milk segment in Delhi, Mother Dairy has 1,400 retail outlets and almost 1000 exclusive Mother Dairy outlets.

via Pitch — Mother Dairy Milk sports a new look.

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Twinings Gets You Back To You | The Inspiration Room

Twinings, the British tea brand, is encouraging women to rediscover themselves with “Gets You Back To You”, an animated commercial set to a cover of The Calling track, “Wherever You Will Go”. The commercial, featuring a woman crossing a sea to find herself, is designed to portray the hectic lives women lead. The Twinings site follows through with an invitation to take just ten minutes out each day with a cup of tea, relaxing, recharging and refreshing.

Credits

The Get Back To You campaign was developed at AMV BBDO, London, by executive creative director Paul Brazier, copywriter Diane Leaver, art director Simon Rice, agency planners Bridget Angear and Michael Lee working with Zenith Optimedia media planner Lucy Affleck.

Animation was produced at Psyop, via Smuggler, by creative director Kylie Matulick, executive producer Neysa Horsburgh, producers Mark Knockles, Jenn Dewey, Amanda Miller, Hillary Thomas, associate producers Minh Ly, Anu Nagaraj, 3D lead Kyle Cassidy, animation lead Dan Vislocky, compositing leads Danny Koenig, Julie Lenoble, compositor Cris Kong, storyboard artists Vinny Dellay, Josh Weisenfeld, storyboard colorist Danelle Davenport, editor Brett Nicolletti, lead designer Paul Kim, additional designers Andrew Park, Georgia Tribuiani, Kenesha Sneed, modeling and texturing team Rie Ito, Ibtisam Ahmed, rigging artist Sean Kealey, pre-vis animators Blake Guest, Dan Vislocky, animators Dan Vislocky, Minor Gaytan, Chris Meek, Jacob Frey, Sashdy Arvelo, Yvain Gnabro, Todd Akita, 3D artists Katie Yoon, David Chontos, David Barosin, Barry Kreigshauer, Hao Cui, Roman Kaelin, Eric Rosenthal, Andreas Berner, rotoscope artist Stephen Holbrook, water and particle effects team Kiel Gnebba, Wayne Hollingworth, Brian Alvarez, cloth effects artist Victor Garza, 3D animation team Song Kim, Dylan Spears, Melvina Wong and Kendra Ryan.

Audio post production was done at Grand Central and Soundtree, London.

Digital design was by Grand Union.

PR was handled by Freud Communications.

via Twinings Gets You Back To You | The Inspiration Room.

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Pepsi launches its first mega campaign on football in India, featuring Ranbir Kapoor

After celebrating the new, unorthodox and immensely popular face of modern cricket with its path-breaking campaign, Change The Game; Pepsi has announced its association with another popular sport football in India. Known for its commitment to youth passions like cricket, movies and music, Pepsi is launching its first football campaign in the country.

The campaign kick-starts with a football themed ad film featuring youth icon and avid footballer, Ranbir Kapoor and will be followed by a series of initiatives over the year. Irreverent and youthful, the film brings alive the fun associated with football in true Pepsi style. The campaign will be supported by a 360-degree approach including outdoor, consumer engagement and social media programmes.

Deepika Warrier, executive director – marketing at PepsiCo Beverages, India said, “Pepsi has always taken the lead in celebrating newer and emerging youth platforms; from cricket to movies to music, the brand has successfully created memorable campaigns and experiences for Youngistaan. Football is gaining immense popularity in India and being a true youth soul-mate, Pepsi is proud to be associated with the sport”.

“With an exciting line-up of cricketing events including IPL, ICC World Twenty20 and a host of thrilling football initiatives, Pepsi promises an action-filled, fun year ahead”, she added.

The TVC brings alive Pepsi’s youthful irreverence, where a young football enthusiast gives a fittingly cheeky reply to Ranbir, who questions his passion for football. The TVC ends with a delightful take of Ranbir displaying his football skills, with hilarious results.

Speaking about the campaign, Ranbir Kapoor said, “Football is life for me and if not an actor I would have loved to be a footballer. It teaches one team work, determination and discipline apart from being such an exciting sport. I am thrilled that Pepsi is bringing the joy of football to India and am delighted to be a part of this campaign.”

Homi Battiwalla, Category Director – Colas, Hydration & Mango Based Beverages, PepsiCo India said, “Our new Pepsi Football campaign takes forward the philosophy of Change the Game with a refreshing twist. The campaign promises to excite and engage not only the existing passionate football fans but the entire nation”.

“Pepsi is all about youth and their passions, which is reflected in the choice of football as a platform to engage with our TG. The new campaign retains the original irreverent and fun Pepsi style along with the new football energy and excitement”, added, Saurabh Saksena, Executive Business Director – JWT India.

For more fun and excitement, log on to Facebook – www.facebook.com/PepsiIndia or follow @PepsiCTG on Twitter.

via afaqs! > News > Company Briefs > Pepsi launches its first mega campaign on football in India, featuring Ranbir Kapoor.

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Dark Matter Coffee | The Inspiration Room

Astronaut Studio, a brand agency in South Dakota, sent out “Dark Matter”, a custom blend of small-batch roasted coffee with original package design developed as a 2011 holiday gift for clients, partners and vendors. The image of the winged horse, inspired by the Pegasus constellation, was formed with actual coffee grounds. The concept and design is a deliberate play on the agency’s astronomical brand identity.

via Dark Matter Coffee | The Inspiration Room.

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Seattle’s Best Coffee Brew-lanthropy Project | The Inspiration Room

Seattle’s Best Coffee, a subsidiary of Starbucks, has launched the Brew-lanthropy Project, raising the profile of the brand among volunteers across the United States. Every day, volunteers across the US do remarkably good work while drinking really bad coffee. Seattle’s Best Coffee is award nonprofit organizations with a break room makeover, free coffee for a year, $5,000 to continue to brew more good and a chance to tell their story.

The Brew-lanthropy Project was launched by awarding a coffee makeover to the staff and volunteers at Blackstone Bicycle Works, a nonprofit organization on the south side of Chicago. Blackstone is a beacon of hope for hundreds of neighborhood kids. The shop teaches life lessons through bike mechanics and healthy living through fun.

Click on the image below to play the Blackstone Chicago video in YouTube (HD)

To find the next deserving organization, Seattle’s Best Coffee is asking its Facebook community to become Brew-lanthropists. Nominations for worthy nonprofits were received during April, through 250 word essays. Fans are now able to cast votes for one of four organisation. The Seattle’s Best Coffee team will visit the hometown of the nonprofit with the most votes and bring the coffee makeover and its story to life.

Credits

The Brew-lanthropy Project campaign was developed at Creature, Seattle, by group creative director Steve Cullen, copywriter Julian Timberlake, director of broadcast production Dax Estorninos and producer Kaylin Fitzpatrick.

Filming for Blackstone Chicago was shot by director Matt Ogens via Tool of North America with director of photography Charles Gruet, executive producer Brian Latt, executive producer digtial Dustin Calif, line producer Kelly Christensen. Editor was Asako Ushio at Cosmo Street. Music was produced at Peligro Music and Sound, Los Angeles by composer Greg Kuehn.

via Seattle’s Best Coffee Brew-lanthropy Project | The Inspiration Room.

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An Early Dawn for London, Courtesy Tropicana – AdAge

As part of its “Brighter Mornings” campaign, Tropicana made the sun rise an hour early in Trafalgar Square, London.

A giant artificial sun with the power of 60,000 light bulbs lit up the area at 6:51 a.m. Monday, an art installation commissioned by the juice brand. The “sun,” with a surface area of 200 square meters and weighing more than 2,500 kilograms, provided four million lumens of light.

Installation artists Greyworld said the piece would be visible from space.

via An Early Dawn for London, Courtesy Tropicana | Creativity Pick of the Day – Advertising Age.

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Marketer of the Year: Coca-Cola | Special: Marketer A-List – Advertising Age

In its 125 years, Coca-Cola has been one of the world’s most dependably good marketers. But there have been rougher times, as Joe Tripodi isn’t afraid to admit.

“We honestly believe that the company, probably 10 years ago, lost its way through arrogance, hubris,” said the chief marketing and commercial officer at Coca-Cola.

In mid-2007, as Mr. Tripodi was leaving a successful run at Allstate for the beverage giant, his challenges as outlined by Ad Age at the time included: reverse Coke’s perception as a sluggish, hidebound marketer; find some consistency with its advertising — and agencies; and reduce its dependence on its flagship drink.

Today, with a team of both relative newcomers and company veterans, including lieutenant Wendy Clark, senior VP-integrated marketing communications and capabilities, Coca-Cola is it again. It’s a marketing model not just for mega multinationals looking to share best practices from around the world but also a case study for how upstart and mid-size brands, of which Coca-Cola has amassed many, can use creative stunts and strategic partnerships to get a lot done on a smaller budget.

And 2011 was a year for the record books.

Continue reading Marketer of the Year: Coca-Cola | Special: Marketer A-List — Advertising Age

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Starbucks Forges ‘Moments of Connection’ By Offering Experience | Special: Marketer A-List – AdAge

Coffee Marketer Doesn’t Spend Much on Advertising, but Gets Closer to Consumer With Digital, Social Media

Starbucks has long been something of a curiosity in the marketing world because it has spent so much less on traditional advertising than other big chains. And yet, it’s been doing better than what almost anyone expected from it a few years ago.

By 2007, the average number of transactions per store fell, and a leaked memo by then-chairman Howard Schultz said that some of the chain’s decisions “have led to the watering down of the Starbucks experience and what some might call the commoditization of our brand.” Mr. Schultz placed some blame on himself, and pointed to the disappearance of the in-store coffee scent and the mass-chain feel of the stores as downfalls.  In January 2008, Mr. Schultz again took hold of the chief executive reins and announced sweeping plans — including the closure of underperforming stores — for the ailing company’s turnaround, pinning much of its comeback on customer experience and innovation. Since then, the chain has unveiled a number of successful products, including its surprise hit oatmeal and what it called the first innovation in the instant-coffee category in decades, Via. It’s also upped its traditional marketing tactics and bet big on digital and social media.

After kicking off this past year with a massive brand relaunch, including a new logo that signaled its intent to “think beyond coffee,” the chain has been aggressive in its product rollout. It released a line of Bistro Boxes aimed at offering healthier fare and has gotten more aggressive in the grocery aisle with new products like its K-Cups single-serve offerings. In October, the chain said it would launch a “blonde” roast, its lightest offering yet, in an effort to capture a bigger share of the U.S. coffee market; it also announced an overhaul in its packaging.

In its most recent quarter, Starbucks posted an 8% gain in both U.S. same-store sales and global sales.

Offering products customers want and giving them a good experience is a form of marketing for the company. Annie Young-Scrivner, global CMO, calls the customer experience “moments of connection” — those few minutes the company has with its customers, which can make or break how customers feel. “We have one moment to make [the customer's] day,” said Ms. Young-Scrivner. She added that listening to and engaging with customers “has allowed us to stay very fresh” on customer needs with the help of sites such as MyStarbucksIdea, a forum where customers can make suggestions.

Although Starbucks in 2010 doubled its spending, according to Kantar, it still only spent $97.6 million — just about 1% of the chain’s system-wide U.S. sales. In the first half of this year, it allocated $14.8 million for TV out of a total of $51.8 million, and the upcoming January launch of blonde coffee will include national TV advertising along with digital and social media.

Starbucks agencies are creative shop BBDO, which it’s been with since late 2008, media agency PHD, both of New York, and digital shop Blast Radius, Vancouver.

Marketing initiatives this year include social-media efforts and advertising for Frappuccino — which the company said has been the most engaging product on Facebook in the last year — as well as a digital scavenger hunt featuring Lady Gaga. The chain also promoted its 40th anniversary with, among other things, MyStarbucksSignature, a website that lets customers create customized drinks.

via Marketer A-List: Starbucks | Special: Marketer A-List – Advertising Age.

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Tata Tea now says “Soch Badlo” – Campaign India

Lowe Lintas has created a new film on the 25th anniversary of Tata Tea, which continues the ‘Jaago Re’ proposition. The campaign titled ‘Soch Badlo’ continues its battle against corruption, and is also now focused on strengthening the brand’s connection with the women who buys into their brand.

The film begins with a man, who had just read the daily newspaper, talking in a frustrated tone about the daily dosage of news reports about scams. As he asks his wife for a cup of tea, she asks him to take a look at the boiling water and talks about the need to look at the turmoil in the actual vessel in which the tea is prepared do we get an enjoyable cup of tea. She uses this as a metaphor to explain that turmoil is good. She adds that just like turmoil in a vessel ensures and guarantees a wonderful cup of tea, so does turmoil in our nation makes us notice what we would not have otherwise.

Elaborating on the objective, the agency spokesperson explained, “This objective was squarely in the realms of our Jaago re campaign idea that had for long crusaded against corruption. Secondly, we needed to strengthen our connection with the woman who buys into our brand. We needed to portray her as a mature sensible and wise protagonist who is able to lift the shroud of negativity in our nation and clearly see that there was some good in it for all us. For the nation. In the middle of uproar, hers had to emerge as the voice of reason. Thirdly, our nation’s aura had taken a bit of a beating. As a brand, we aimed at doing our bit at saluting the nation for all the other good things that were happening around us. Bruised as it was, we wanted to emphatically lend our moral support to our nation as it did battle against corruption.”

via Tata Tea now says “Soch Badlo” on Videos – Advertising – The Work – Campaign India.

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JWT extends Tropicana’s new campaign to social networks on Videos – Campaign India

The new campaign metaphorically depicts everyday battles between breakfast and the interruptions that lead to a rushed morning.

After a successful series of TVCs on the theme – ‘Now Breakfast Shall Win’, Tropicana is launching ‘Tropicana Breakfast Club’ on leading social networking platforms like Facebook and Twitter. The recently launched campaign metaphorically depicts everyday battles between breakfast and the interruptions that lead to a rushed morning – to establish Tropicana 100%’s relevance in this situation.

Commenting about the new campaign, Homi Battiwalla, director, juice and juice drinks, PepsiCo India, said, “The new campaign focuses on deepening the relevance of Tropicana 100% in a rushed breakfast situation and how it helps complete nutritional requirement in a quick and convenient manner. We believe that digital is an essential medium to connect with our target audience that spends more and more time on the internet. Our presence on the web will create opportunities for consumers to not only engage with the brand but also get exiting rewards and information”.

Commenting on the campaign, Saurabh Saksena, executive business director, JWT said, “Tropicana continues to deepen its relevance with the breakfast space. In this day and age, breakfast often competes with other activities like reading a newspaper, a morning meeting, boss’ call, or wanting to sleep for that extra ten minutes. Very often they win over a hearty breakfast. This year’s communication big idea was to represent the futility of a duel between breakfast and other such priorities in an innovative and dramatic way. The key message being, Tropicana 100% with nine fruit nutrients allows breakfast to win. The idea was well matched by equally disruptive execution in the social media space.”

The TVCs capture breakfast disruptions like important calls from the office and few more winks of sleep leading to an incomplete breakfast on most mornings. The films showcase morning breakfast battles including egg versus mobile phone and dosa versus pillow, to highlight this gap. The pillow standing for extra sleep overpowers the dosa, and a call from the boss takes priority over the egg. The film depicts that in this rushed morning scenario, Tropicana 100% offers the required nutrition in a convenient manner.

As part of the digital campaign, each and every activity on the brand’s Facebook page – from liking a post to uploading a picture – will help users garner points. These points can then be redeemed for Tropicana products; invitation to monthly breakfast parties in 5-star hotels across four metros; and a chance to win the big prize to visit an international destination for a breakfast holiday. Apart from exciting visuals, the page has interactive and fun applications such as ‘Breakfast Bites Back’.

via JWT extends Tropicana’s new campaign to social networks on Videos – Advertising – The Work – Campaign India.

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