Monthly Archives: January 2012

Fancy an extra day of summer?

Fresh Up National Petition 

We all know that summer in New Zealand can be a bit on the rubbish side – I wore tights and boots to work today! Playing up to the topic/compliant of the moment Fresh Up has taken a a fun approach to this ongoing problem – creating a petition to lobby for an extra day of summer. Visitors are asked to sign the petition and share what they’d do with an extra day of summer on the Fresh Up Facebook page. 

I like this idea but think it’s not getting the attention it deserves at the moment – with only 446 fans on the Fresh Up Facebook page it needs some help to spread the word (and some advertising budget). So here’s my support – if you think it’s a clever idea sign the petition here

But first leave a comment and tell me what you think of the idea!  

Ice Bar Co’s Grown Up Brand Voice

Ice Bar Co ice blocks are designed for and marketed to adults, previously an untapped niche. This interview with Stoppress shows a fair amount of research went into the product, flavors and brand voice. The TV launch late last year was humorous, mature and boutique (promoting recipes developed by chefs even though they’re part of the giant Fonterra family). The ads won the November round of Colmar Brunton’s Ad Impact Awards and can be viewed here.

To continue building the brand it is vital that the personality created in TV advertising is used as effectively across other media. So far it seems like they’re doing a great job in this regard. For example they’re currently helping grown-ups keep their Ice Bar’s safe by giving away free ‘frozen pea packet camouflage systems’. The idea is simple – hide your Ice Bar Co ice blocks in the frozen peas bag and keep them safe from ‘curious children and greedy flatmates”.   

Every part of the Ice Bar Co marketing reflects their cheeky, grown up brand persona. As well as signing up for your own ‘frozen pea packet camouflage system’ the Ice Bar Co website also contains recipes for turning ice blocks into cocktails and a humorous guide to ice block etiquette

Packaging designed for adults – no bright colours or cartoon characters on this box! 

As a side note – I’m loving the ginger beer Ice Bars – only complaint was they were hard to find this summer – seems like I’m not the only fan!

Creative Sunday Paper Advertising

When I read the Sunday papers I’m usually reading the ads and the articles equally – that’s a true advertising geek for you! Anyway here’s some kudos to a couple of creative print ads that appeared in today’s Sunday Star Times newspaper (excuse the iPhone photos!)…

1. NZ Transport Authority – Don’t bail out just yet  
“Bursting” through the story above this format is pretty eye catching – what I liked is that the “article” is still quite readable and used to reinforce the ad (looks like text from a press release).   

I am curious about the license plate shown – maybe it’s one reserved for advertising use not a real plate number. 
Here’s the original version of the print ad, NZTA could have easily have repeated this but I think the twist of the character exploding their the text above helps it stand out in the newspaper medium. 

What do you think – which version would catch you eye? 

2. Subaru New Zealand – Backwards text 
Subaru does a great job of standing out in the newspaper medium by utilising white space and clever copywriting. Our eyes tend to be drawn to things that don’t add up too – seeing the ‘foreign’ backwards text headline stops us and draws us in. We’re curious and intrigued – and because we worked for it we remember the point too. Very clever!    

This format also allows Subaru to react quickly and take advantage of the current affairs medium of newspapers. Subaru put this to good use during the snow storms in August 2011:

The advertisement won Subaru and it’s agency Barnes, Catmur & Friends the August NAB Newspaper Ad of the Month.