A New Update To A Vlasic Character
May 27, 2010
Can Charlie Tuna be far behind?
The Vlasic Stork has gotten an update, one that balances the nostalgia act so common in uncertain times with new relevance.
In the stork's case, that means a transmedia campaign, from Merkley & Partners NY, that involves TV, print, social media, online banner ads and, of course, a microsite called tastewhatavlasiccando that's just begging to be spoofed.
It's just that this microsite takes the perky pickle brand to a new place. You choose occasions to see how a pickle will enhance the experience. Road trip? "Dump the buddies and just take the pickels." Hungover? Why settle for a stalk of celery in that Bloody Mary? Get the crunch and the brine with a Vlasic.
“The Vlasic stork now embodies the brand in a contemporary and relevant way,” Eric Hintz, vice president for marketing at Pinnacle in Mountain Lakes, N.J., said in a statement cited by the New York Times, “while retaining the characteristics that people have come to know and love.”
Will consumers bite? It's too early to tell. But when Mr. Clean starts clubbing or Tony the Tiger starts doing hip-hop, these classic characters run the risk of jumping the shark.
This particular execution doesn't seem to over the top. At least anymore than a sarcastic, 6-ft. tall talking stork who pitches pickles was in the first place.
Read all about the new campaign here.
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“Through persuasive arguments and Q&A's with the major players in advertising, Mathieson makes an excellent case for greater creativity and outside-the-box thinking backed up with solid ideas."
– Publisher's Weekly
>>> IN STORES NOW - LEARN MORE (AND ORDER YOUR COPY) - HERE <<<
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