Picks of the Week: August 13, 2018
Nestle Launches #LetThemPlay Campaign To Address Over Protective Parents
Nestle’s Brazilian cocoa powder brand Nescau tackles a contemporary issue in sport of over-protective Parents in their new #LetThemPlay campaign. The campaign is accompanied by an advertisement that urges Parents to not let fear stop their child from participating in sports and activities. With this spot, Nestle aims to draw attention to a growing problem for some Parents who project their own fears and insecurities on their kids. After a month of being released, the ad has accumulated over 2.5M views on YouTube alone which may lead to more awareness and visibility for the brand. Through this campaign, Nestle targets Parents with a meaningful and relatable message that elicits an emotional response. Furthermore we can see Nestle use this creative to foster a teachable moment for Parents and provide more autonomy for their kids in sport and in life
Assistant Coordinator, LIVE
Kellogg’s Rice Krispies Spread the Love With Braille Love Notes
In partnership with the National Federation of the Blind, Kellogg’s is offering braille love notes for their Rice Krispies Treats. In late 2017 Kellogg’s released new packaging for their Rice Krispies Treats that allowed parents to write messages to their children, they are now providing the opportunity for parents to order preprinted braille stickers that can be placed on the packaging for children with low vision. Kellogg’s has also released a treat box that has a re-recordable device inside that allows for a ten second message to be recorded up to 1,000 times, the number of school days in a year. Both the treat box and braille stickers can be ordered from Kellogg’s website free of charge, while supplies last.
The initiative honors Kellogg's founder Will Keith Kellogg, who lost his eyesight during the last decade of his life as well as, the 62,000+ kids with low vision in America. Kellogg vice president of sales Jessica Waller said in the release. “Everyone is important, and we want each child to be able to feel loved, supported and acknowledged.”
The North Face Pinnacle Project
The North Face takes a pop-up shop to a whole new level, literally. At the end of July, the brand created a pop-up shop in the Italian Alps, 2100 m in the heart of the Dolomites. It’s a two-hour hike and can only be found by GPS coordinates. Knowing their demographic quite well (they’ve been gearing up climbers and hikers for over 50 years), fans of the brand made the hike to visit the unique shop. Within the shop included 8 unique items from some of the world’s most impressive explorers, refurbished to be used by other outdoor lovers. These were auctioned off online, with all proceeds going to mountaineering charities.
The North Face pop-up shop is exciting for a few reasons. To begin, it shows that people will go the extra mile (or a few) to see engage with a brand that they love. It’s also a great way to identify people who can be brand ambassadors, provide valuable feedback on the product and extend the experience past the event and into future stories explaining how they received their new North Face product. Refurbishing an item from well know hikers and explorers creates a unique and valuable product that people will want to bid on. Finally, there are more pop-up shops taking place over the next few months – the Berlin Pinnacle Project in less than 20 days and the Manchester Pinnacle Project in less than 55 days. We’ll be keeping an eye out for these pop-up shows and if want to as well, check out their dedicated website here.