One of the more interesting developments in advertising since the economy went south has been the return of familiar brand slogans, jingles and characters, the better to appeal to nervous consumers who may find nostalgia soothing. At the same time, brands do not want to invoke the past too much, for fear of seeming like fuddy-duddys.
The Vlasic line of pickles, sold by the Pinnacle Foods Group, is introducing a campaign this week with a redesigned version of its talkative stork character, which has spoken for the brand since 1974. The campaign also includes a new theme, “Taste what a Vlasic can do.”
The stork returned to television advertising for Vlasic in May 2007 after an absence of many years. The new stork has a three-dimensional look and is slimmer than its predecessor.
“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, “while retaining the characteristics that people have come to know and love.”
The campaign includes TV commercials, print ads, social media and online banner ads. In addition to the regular Web site, vlasic.com, a special Web site, or microsite, is going live at tastewhatavlasiccando.com.
The campaign is being created by Merkley & Partners in New York, part of the Omnicom Group. Merkley was awarded the creative duties for Vlasic in April 2009 from Publicis & Hal Riney in San Francisco, part of the Publicis Groupe. Merkley also creates campaigns for Pinnacle products like Duncan Hines and Log Cabin.
Pinnacle is among many packaged-goods marketers that are stepping up their advertising presence as consumers are eating at home more because of the economy...Media Decoder