Consumer packaged goods aren't usually considered a creative canvas for agencies. But these six campaigns proved otherwise—showing that even staid categories can be fertile ground for fascinating creative ideas, and massive viral hits.
In one of the most obvious yet still cool examples of cause marketing, Honey Nut Cheerios in Canada is pledging to help find a solution to unstable bee populations—by launching a whole integrated campaign around the issue, including removing its "Buzz" bee mascot from the packaging for a limited time.
Candy maker Necco is expanding the definition of "sweetheart" to celebrate the 150th anniversary of its heart-shaped confections stamped with messages of love and affection.
It always seemed strange to Gary Osifchin that the characters in traditional advertising were so, well, traditional. "There was the Caucasian female lead, with the French manicure," Osifchin says, "or the black guy in a secondary role only."
Cheerios, Saatchi & Saatchi and Community Films director Matt Smukler have teamed up for a number of memorable ads—most notably, the Cheerios spot with the interracial family that caused such a stir in 2013.
In early July, Cheerios started shipping gluten-free versions of five products. Now, the cereal brand has released an emotionally rich new ad from Saatchi & Saatchi, telling the story of how that change came about.
It was 1941, and Lester Borchardt had a crazy idea. His employer, General Mills, was looking for a product that would compete with Wheaties and Corn Flakes in the growing ready-to-eat cereal category. The competing brands were made from corn; General Mills placed its bet on oats.
Without an equivalent of 2013's crazy Super Bowl blackout that sparked Oreo's iconic "dunk in the dark," last night's game was more about consistent creativity than unforgettable moments.
Amazon's foothold of the online retail space, as well as the company's success branching out into the media streaming space and telephone market, has earned it the top spot on YouGov's […]
Social media has changed the way people learn and remember new products, as Facebook now ranks just behind television commercials as the most popular way consumers discover new products, according […]