Cheer launches new ad campaign with Web series
CINCINNATI A Procter & Gamble laundry detergent is getting its own soap– soap opera, that is.
This week, P&G launched “Brighten Bay,” a new Cheer soap campaign that will brighten laundry routines at an affordable price. The campaign, inspired by daytime dramas, includes a new ad featuring real-life soap star Cameron Mathison, of ABC’s “All My Children.” The brands’ first major campaign since the introduction of “The Laundress” in 2007, “Brighten Bay” brings to life all the excitement of the day-to-day happenings in a small community.
The campaign features storylines and Webisodes set in Brighten Bay, a colorful community with on-going drama between its neighbors, including: Nurse Nancy, Sandy, David and the hero of Brighten Bay, Dr. Dan, played by soap opera star Cameron Mathison. Viewers will tune in to watch the drama unfold as Dr. Dan goes head-to-head with David in battles involving love, lies and heartbreak. The campaign will be supported by a robust interactive Web site, www.BrightenBay.com, where viewers can join the community and follow along closely as the plot thickens surrounding Dr. Dan, the bright spot in a dirty world. Visitors to the site will also have access to sweepstakes, soap opera trivia, and other games and activities featured on the Brighten Bay Facebook fan page and the Brighten Bay YouTube channel.
In line with the new Web series, Cheer is launching a sweepstakes called “Sparkle Like a Star” through Dec. 11. The winner will receive star treatment, including first class accommodations, spa treatments and lunch with Brighten Bay’s very own Dr. Dan, to discuss the campaign’s online community and how to add sparkle to their daily lives. Consumers can enter and see official rules at www.brightenbay.com.
“The new Brighten Bay soap opera campaign for Cheer was a natural next step for the brand,” said Carrie Costello, Cheer brand manager. “We wanted to hone in on the relationship with our consumer and connect with her on an emotional level. The campaign is a clever way to brighten up her routine while the new price point provides her with a product that cleans clothes sparkling bright at a great value.”
Campbell’s debuts first-ever N.Y.C. billboard
CAMDEN, N.J. Campbell Soup Co. has debuted the first-ever Times Square billboard in the company’s 140-year history.
The billboard, located at a subway station on 7th Avenue and 53rd Street in New York City, shows a child slurping a large bowl of chicken noodle soup. The advertisement, Campbell’s said, marks the 75th anniversary of Campbell’s chicken noodle soup.
“We wanted to remind people how the soup they love more than any other is full of the stuff they love most,” said Eric Christianson, Campbell’s condensed soups business director. “Our television commercial, ‘Slurp’, as well as our print ads use the billboard and giant noodle imagery to drive home the value we offer in each can. It just made sense to bring that same idea to life with a real billboard above one of the busiest intersections in the world.”
The out-of-home ad consists of a mesh billboard featuring the image of a 27-ft. wide bowl of Campbell’s chicken noodle soup, a 54-ft. noodle that winds out of the bowl and then rises three stories up the side of the building to a window unit featuring a mannequin of a young boy slurping the noodle from the bowl. The billboard will be seen by an estimated 1.5 million people walking along 7th Avenue at the 53rd Street intersection during a four-week period.
Relaxation beverage Drank takes on Minnesota, Wisconsin markets
ST. CLOUD, Minn. Innovative Beverage Group has entered into an agreement with Bernick’s Beverages & Vending, a distributor for the Pepsi family of brands, and MillerCoors family of brands, to distribute its relaxation beverage.
Drank will now be distributed throughout Minnesota, including the Twin Cities area, and parts of Wisconsin.
“We are continuously looking at ways to expand our beverage portfolio with products that add value to our customers,” said Dean Bernick, CEO of Bernick’s Beverages & Vending. “We are extremely excited about Drank because, for us, it is a new category of beverages, the relaxation category. There is a demand for this product, and we are pleased to have the opportunity to fill that demand.”