Brand Tracker

Welcome to the automated Brand Tracker diaries.

Australia

Ocean Spray launches ‘Craisins’ range with promo hoodie

Brand: Ocean Spray

Campaign: Craisins Secret Snack Stash Hoodie

Source: https://mumbrella.com.au/ocean-spray-launches-craisins-range-with-promo-hoodie-941353

Goal: To promote new Craisins snack packs and address consumer frustrations with bag-check lines.

Claim: Stash your snacks in the hoodie to avoid bag fees and long queues.

Media: KIIS network radio ads, social media, influencer marketing

Summary: Ocean Spray has launched a new range of Craisins snack packs paired with a promotional hoodie designed to simplify carrying snacks and essentials. The campaign, featuring Will and Woody, aims to alleviate consumer frustrations over long queues and airline fees while showcasing dessert-inspired flavors. The hoodie includes specialized pockets for the snacks and personal items, reinforcing the idea of convenience on-the-go, supported by a quiz segment and multi-channel advertising.

Global

Goldfish Revives Its Iconic Tagline to Court Health-Conscious Parents

Brand: Goldfish

Campaign: The Snack That Smiles Back

Source: https://www.adweek.com/creativity/goldfish-revives-its-iconic-tagline-to-court-health-conscious-parents/

Goal: To show that Goldfish is a snack parents can feel good about giving their kids

Claim: The Snack That Smiles Back

Media: paid, earned, and owned channels

Summary: Goldfish crackers is reviving its iconic tagline 'The Snack That Smiles Back' with a campaign aimed at health-conscious parents. Created by Mischief @ No Fixed Address, the campaign includes playful ads that highlight real-cheese ingredients and evoke childhood nostalgia, targeting families as they prepare school lunches. The campaign will roll out additional creative over time, amidst the backdrop of inflation's impact on the snack industry.

health-conscious parents nostalgia snack advertising