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Posts Tagged ‘Crispin Porter & Bogusky’

Kraft Hopes Fabricating History Will Make You ‘New-stalgic’ for its New Flavors

Remember, way back when you were a kid, coming home from school to find your mother lovingly fixing you a hot, creamy bowl of Buffalo Cheddar Kraft Mac & Cheese? No? That’s probably because it never happened, because no such thing ever existed. But that’s not stopping Kraft from trying to make you feel nostalgic about its brand new products.

Excuse us — not nostalgic. New-stalgic.

After 75 years, the brand is adding four new flavors to its Mac & Cheese repitoire: Garlic & Herb Alfredo, Buffalo Cheddar, Three Cheese Jalapeño and Cheesy Southwest Chipotle. The accompanying campaign, created by Crispin Porter + Bogusky, re-writes history in an attempt to make customers feel all wistful, warm and fuzzy by conjuring up nonexistent memories of simpler times.

“Even though it’s new, it’s nostalgic. It’s new-stalgic,” the agency explains.

At the campaign’s website, new-stalgic.com, visitors can scroll through a timeline of historical photos, videos and ads dating all the way back to 1938, all featuring milestones in which the four new flavors were (totally not) involved. For instance, did you know that world champion athletes in the 1950′s, Astronauts in the 70′s, and high school jocks in the 80′s all managed to achieve greatness because they were fueled by Kraft’s spicy, cheesey goodness? Well, it’s (totally not) true! Read more

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Arby’s Re-Branding Misses the Mark

Arby’s, a chain best known for focusing on roast beef instead of chicken or chuck and offering some decent curly fries, has decided to go big and mean after being bought out by Roark Capital Group in 2011.

The sandwich-maker just unveiled a new logo created by Crispin, Porter + Bogusky, Adrienne Weiss Corporation and Alcone Marketing. We have to agree with the folks at Brand New: the new look is both shinier and more generic than before, and its font makes Arby’s look like a software company. We liked the Western-style serif on the old logo, but maybe that’s just us.

The company also directed CPB to remake its advertising presence. The resulting spot was aggressive, knocking competitor Subway for slicing its meat out in middle-of-nowhere Iowa instead of right behind the counter as Arby’s apparently does (Iowans didn’t much care for this ad, by the way, and Arby’s had to pull it off the air). Will this line work? We’re skeptical.

The most surprising element of this advertising fail is the fact that the spots were directed by former Seinfeld scribe Larry Charles. Come on, guys: We’ve got the best possible Arby’s commercial for you right here.

It would be worth the royalties. Trust us.

Are You Snooty Enough for Grey Poupon?

Today we applaud the brilliant minds behind the coolest Facebook campaign in memory: Grey Poupon’s “The Society of Good Taste.”

The iconic Kraft condiment has long made snob appeal a big part of its brand–remember classic commercials like this one that ended with the tagline “But of course”? The selling point was similar to Fig Newton‘s “a cookie is just a cookie, but a Newton is fruit and cake” campaign, but better (we always thought the fact that Newtons’ own packaging describes them as “fruit chewy cookies” made the spots less effective.)

When the brand wanted a truly unique campaign to spread their snooty reputation online, they turned to Crispin Porter + Bogusky, the agency responsible for such iconic ads as the recent series starring a creepy Burger King mascot (an effort later dropped by the company).

Here’s how it works:

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Fast-Food Consumers Too ‘Sophisticated’ For BK

Wendy’s is out-marketing Burger King and is now poised to take the second spot on the list of top U.S. burger chains, the Financial Times says.

Only this summer, Burger King made headlines for its decision to drop its creepy mascot. Since then, it has been focusing a lot more on the quality of its food. Along with dumping its mascot, Burger King split with its ad agency, Crispin Porter + Bogusky, which created that spokesperson along with other campaigns like “Flame,” cologne that smells like burgers. The FT says the split with CP+B could have something to do with BK’s fall from grace.

The other problem, the article says, is that Burger King’s food is kind of crappy.

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Roll Call: True Religion, Dewey Square, R/GA, and More

Denim company True Religion Apparel has a new VP of brand strategy, marketing, and PR. Jordan Daly has joined the company, and will be managing brand positioning, campaigns, special events, and other areas of the marcomms effort on a global scale. Previously, Daly was the VP of PR in the Americas for Burberry.

Joe Eyer has been named director of The Dewey Square Group‘s new director of grassroots. Eyer has been with the firm for six years and was previously a principal in the group. The division also has two new principals. Tracey Lewis was the New Hampshire field director for Secretary of State Hillary Clinton during her 2008 presidential run and the general election director for President Obama’s New Hampshire campaign. And Jonathan Drobis, who has worked on a number of political campaigns, including President Obama’s and AG Jack Conway‘s campaign for Senate in Kentucky.

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BI Survey Finds Consumers Really Like Discounts

Business Insider has done a survey of consumers’ Groupon-ing habits, finding that 72 percent of the people using Groupon are also using LivingSocial. The site surveyed 943 of its readers; 811 said they’re Groupon subscribers.

Interestingly, the number of people saying they open their daily discount emails less now than when they first signed up is pretty high. Nearly 40 percent say they open fewer and nearly 35 percent say they open almost none. We’d be curious to find out if that’s because the subject lays out what the day’s discount will be. So, for example, if you have no interest in laser hair removal, maybe you’d delete the email before opening it.

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Roll Call: Glover Park, PAN Communications, B-M, and More

The Glover Park Group has hired Dagney Scott as MD in the advertising, reputation management, and marketing division. Previously Scott was director of cultural and strategic insights for the advertising firm Crispin Porter Bogusky (CP+B) working with clients including Microsoft, Domino’s Pizza, and American Express. Glover Park has had a string of recent new hires including Catharine Cyr Ransom, John Myers, and Lisa Wolford.

Lauren Iacono has joined PAN Communications as director of digital strategy responsible for digital strategy and services across the firm. She was previously associate VP of digital comms and media services at Rasky Baerlein Strategic Communications. She was also an Emmy-winning producer for ESPN.

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UPDATE: MDC Partners Acquires Majority Stake in Kwittken & Company

kwittken logo.bmp MDC Partners has acquired a majority stake in Kwittken & Company, a deal worth an estimated $10 million to $15 million, according to The New York Times. Kwittken will become an operating unit of Kirshenbaum Bond Senecal & Partners (KBS&P), the company’s second largest agency behind Crispin Porter & Bogusky. The story says that Kwittken has annual revenue totaling about $10 million and counts Thomson Reuters among its clients. Aaron Kwittken will continue as chief executive and managing partner, reporting to Lori Senecal, president and chief executive at KBS&P. The firm will retain all 22 of its employees.

The deal is the third in five months between MDC and a PR firm. The others were Sloane & Company in April and Allison & Partners in May. The transaction is the sixth overall for MDC since last September.

“P.R. is taking on a higher strategic importance based on its unique role in amplifying a brand’s message in today’s digitally focused, social media world,” Senecal tells the Times.

Update: PRNewser spoke with Jason Schlossberg, president of Kwittken & Company, about the impact of the transaction.

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