Orville Redenbacher, ConAgra get new campaign suggestion
If I'd had more dignity than Crispin Porter + Bogusky, realizing that younger kids always want what older kids have, and had had a crack at handling the Orville Redenbacher account at ConAgra, given that I'd already gained the cultural experience of having worked on brands such as Healthy Choice, Banquet, Butterball, Peter Pan, Wesson Oil, Snack Pack, Hunts Spaghetti Sauce, Swift-Eckrich Meats and various new product assignments over the years, I would have approached the brand this way. Tags: art, bogusky, conagra, crispin, direction, orville, popcorn, porter, redenbacher
Replies to This Discussion
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Permalink Reply by Martin Calle on
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Or I'd have had Vanessa Hudgens and crew of High School Musical pitch it while making out at a movie.
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Permalink Reply by Buddy 'Friendly' Wachenheimer on
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Two comments on this campaign suggestion that might have gotten in the way--
1. "Younger kids always want what older kids have" ...Makes sense. But do they want want Pop has? Do they think their Pop rocks? Not necessarily, would be my guess.
2. What has more appetite appeal, dried kernels of corn, or popcorn? Which is their ultimate end product?
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"Or I'd have had Vanessa Hudgens and crew of High School Musical pitch it while making out at a movie"...now we're talking potential, maybe.
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I would have done a third option that ConAgra would have to pay me big money to tell them about. Plus, give me their account.
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Buddy - To dried kernals of corn and the appeal of the end product I say fantastic - you have stumbled upon the magic of hidden Product Dimensions that compel people to buy things. To understand my firm's proprietary utilization of this subject to the sales-benefit of clients let me ask you, "Are you a light, medium or heavy popcorn product user?" Heavy users are the 20% of the audience that account for 85% of category volume sales. To them, "pop rocks" is more than just a play on the words of the candy launched by General Foods in the 1970. "Pop Rocks" plays to the "ANTICIPATION" selling dimension used also so successfully by Heinz Ketchup. "Pop Rocks" also plays to the "INTERACTIVE" selling dimension - and interaction is what is currently driving the fastest growing segment of the snacks and confections industry.
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I ain't "heavy", he's my brother. We both rock! So do you. lol Have a lovely Thanksgiving, pal.
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udaman
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