Food for thought from sweet-talking TNCC
Published 01/09/2011 | 05:00
The Natural Confectionery Company (TNCC) has launched Guzzle Puzzle, which it calls "its first ever flavour-transforming sweet range".
TNCC says the sweets "combine two seemingly normal flavours to magically conjure up a third inside the mouth, with three flavour combinations in total".
The Guzzle Puzzle product launch will be boosted by a €500,000 integrated marketing campaign featuring digital, TV, outdoor, press advertising and PR.
Niamh Twyford, senior brand manager with TNCC, commented: "There are so many sweets to choose from out there that we wanted to create something completely new and fun that people had never seen or experienced before.
"Guzzle Puzzle also gives people the chance to get creative and personalise their sweet eating experience."
Developed by Fallon in the UK, the campaign is a continuation of the 'Sweet Talk' construct for TNCC. Voiced by the comedians Matt Berry and Rupert Degas, the campaign features jelly sweets discussing the magical flavour combinations that they can create when mixed.
In 'Telephone', lime and cinnamon find themselves calling up a helpline to try and understand how they come together to create a new cola flavour and in 'Magic', orange manages to distract reluctant banana's attention by pointing out something unique which results in banana being "bubblegummed".
The campaign is on TV now with a digital campaign developed by Weapon7 soon to launch.
New business for Pembroke, MCsquared
MCSQUARED have retained the Love Irish Food (LIF) PR account after a competitive pitch process. MCsquared, the consumer and brand division of Murray Consultants, has held the account since the launch of LIF in 2009.
LIF covers a host of brands including Flahavans, Ballygowan, Cadbury, Barry's Tea and Batchelors. It was established by Ireland's food and drinks industry to promote the positive consequences of buying Irish food and drinks brands.
A new marketing campaign has just launched with MCsquared supporting the initiative with a six-month PR programme.
Meanwhile, Pembroke Communications has been appointed as the PR agency for Audi Ireland following the account going out to tender.
The account will be lead by managing director Michael O'Keeffe, supported by members of Pembroke's consumer, social media and sponsorship teams.
Pembroke's other clients include Bord Gais Energy, UPC, and Dublin Zoo.
Mr O'Keeffe said: "We are delighted to have been appointed by such a prestigious premium brand as Audi and look forward to working with them on a number of interesting projects in what is going to be a very busy but exciting time for the company."
Orna Conway, general manager product and marketing for Audi, commented: "We are delighted to be working with Pembroke Communications in what is a busy time for the Audi brand in Ireland as we prepare for the launch of the new Q3 in late October."
Mediaworks goes to college
DR Kenneth McKenzie, strategic planner in Mediaworks, the strategy and planning unit in Owens DDB, has devised a new undergraduate module on consumer behaviour for psychology students in Trinity College Dublin.
The module is said to arise out of a recognition that consumer behaviour is typically taught from a business perspective to marketing and business undergrads, but that the topic really requires psychology to make it relevant.
The module will be taught using the latest theories and methods in applied settings.
Welcoming the development, Owens DDB managing director Mark Hogan said: "To be involved with a world-class university like Trinity College is a source of pride."
Paul Moran, MD of Mediaworks, added: "This is the first development of its kind on the island of Ireland, and we're delighted to back it."