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Vlasic Stork’s New Look: Yea or Nay?

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Gone are the paunch, glasses and grin and in their place is a skinnier, smirking stork thanks to a new rebranding of the Vlasic character courtesy of Omnicom’s Merkley + Partners. I dunno, the look of this new pickle pitchman, though, leaves a bit of a sour taste. *Buh-dum-chh*

According to the announce:

“The Stork-centered campaign is grounded on consumer behavior uncovered by the marketing team at Vlasic, the campaign introduces a new tagline–”Taste What a Vlasic Can Do”–to illustrate how pickles improve any occasion. All of the messaging is delivered by the Vlasic Stork, who offers new ideas and new usages, making pickles more top of mind. The fully integrated marketing campaign is comprised of :15 and :10 television spots, print advertising and various digital components including a microsite, pre-roll advertising, web banner ads and social media. The digital and TV elements of the new creative launched on May 24th and print insertions will debut in July magazine issues. This multi-million dollar campaign is by far the biggest yet, with a 20% spending increase up from the last campaign.”

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