Summer may still seem far off—especially on the East coast with its recent soggy weather and tepid temperatures—but JWT’s new campaign for Nestlé’s Outshine frozen fruit bars certainly makes it feel like a new season.
Bright colors, bouncy music and smiling faces characterize the New York agency’s first TV ad for the brand, which Nestlé unveiled a year ago, albeit under the prefix of Dreyer’s on the West Coast and Edy’s in the rest of the U.S. New York band Romans Are Alive supplied the music via its song, “Green Light Burn Bright.”
The core target for the fruit and vegetable bars are women between the ages of 25 and 54, be they single or married with kids. So, women naturally play a leading role in the ad right down to the voiceover. The tagline is, “Snack Brighter."
The campaign, which also includes print, digital, outdoor ads and social media outreach, plays up the taste of the pops as much as their healthfulness. That’s because taste is key to generating not only consumption but repeat purchases, explained Kerry Hopkins, a Nestlé brand manager.
Outshine’s previous campaign relied primarily on print and digital ads. But with competitors like Unilever’s Fruttare entering the category and spending freely, Nestlé opted to turn up the volume with the addition of TV this year, according to Hopkins.
"To defend the space—we’re the category leader in the fruit bar segment—it was a really good, opportune time to start with a new television campaign," Hopkins said.
Hopkins declined to reveal the media budget behind the effort but said it would run through the balance of the year. Last year, without TV advertising, the brand spent about $9 million in media, according to Kantar Media.
Brand: Outshine fruit bars
Brand managers: Kevin George, Rachel Jaiven, Kerry Hopkins
Agency: JWT New York
Executive creative director: Eric Weisberg
Creative director: Chad Baker
Art director: Lindsey Montague
Copywriter: Chelsea Dubois
Chief creative officer, North America: Jeff Benjamin
Planner: Derrick Goss
Head of production: Lisa Setten
Senior producer: Gillian Blain
Director of music: Paul Greco
Music track: “Green Light Burn Bright (Outshine Mix)”by Romans Are Alive
Music producer: Tony Verderosa of KBV Records
Art buyer: Bianca Escobar
Print/OOH producer: Lauren Eberhardt
Account team: Andrew Jones, Lindsay Gash, Jayna Clarke, Amanda Roselli
Live Action Director: Mark Albiston of Mark & Louis
Live Action Production Company: The Sweet Shop
Live Action Managing Director: Laura Thoel
Live Action Head of Production: Renee Robson
Tabletop Director: Margaret & Joy
Tabletop Production Company: HSI Productions
Editing house: Cosmo Street
Visual effects: Switch FX
Media agency: MetaVision Media