21.07.14

This Week...The sweetest treat, #pretzellovesongs, WhatsCook, 99 days of freedom, the idea catchers

The sweetest treatColgate

#PretzelLoveSongsWendy’s

WhatsCookHellmans

99 days of freedomJust

The idea catchersDDB Group Asia Pacific

The sweetest treatColgate

How do you make young people aware of dental hygiene? This idea does it at one of the most relevant moments imaginable. When people buy sweets or snacks on the go. Colgate sampled toothpaste tubes inside vending machines and they came out when someone bought a sweet snack.

For Colgate Toothpaste the objective was to revitalize the habit of brushing after eating. The target audience was mostly young adults, on-the-go, who tend to consume sweet snacks at any time as a way to keep energized. They buy this food at the spur of the moment when they feel a craving. The Colgate brand promise of long-lasting anti-cavity protection has given them permission to be less careful about their oral care.

#PretzelLoveSongsWendy’s

When restaurant chain Wendy’s removed the Pretzel Bun from their menu there was an outcry. So to appease the masses the brand brought the delicacy back.

How better to celebrate it’s return than with an R&B ode to the product based on Tweets about the product.

And who better to sing it than legendry crooners Boyz II Men. In the words of bandmember Nathan Morris "We know all about romance, heartache, love lost and found, but we have never had the chance to sing sweet harmonies about a pretzel bun”

WhatsCookHellman’s

Hellman’s is delivering cooking lessons on demand via WhatsApp. The mayonnaise brand has launched WhatsCook in Brazil, a campaign that provides instant recipes and cooking advice from pro chefs via the popular WhatsApp messaging service.

Amateur cooks simply enter their phone number into the campaign website and arrange a time to chat with a professional chef about a meal they need help with — so long as it involves mayonnaise. As well as real-time chat, the service takes advantage of WhatsApp’s photo and video capabilities. Users can show chefs what’s in their fridge, and chefs can take videos to demonstrate a particular technique.

WhatsCook’s cooking team and chefs are available from Monday to Friday, between 12 noon and 2 PM for lunch and between 7 and 10 PM for dinner.

WhatsCookHellman’s

99 days of freedomJust

In response to Facebook's controversial mood experiment involving some 700,000 unwitting users, Dutch Creative agency Just have created an online study called ‘99 Days of Freedom’ on how life without Facebook impacts user happiness.

In those 99 days we would normally spend 28 hours on Facebook. That is based on research that the average user spends 17 minutes a day perusing the social media site. The hope is that participants in the experiment will find better uses of their time.

The Idea CatchersDDB Group Asia Pacific

Ideas are our biggest asset. But are we letting them go too easily? DDB have put together a short video that features ad campaigns from over the years and challenges the industry to value its work.

Perfect Monday morning inspiration!