Yiayia returns: Athenos relaunches campaign
GLENVIEW, Ill. — Greek-style food brand Athenos is welcoming back its popular advertising campaign featuring yiayias, or Greek grandmothers.
Building on the success of last year’s campaign, Athenos reintroduces Yiayia in new scenarios while underscoring her no-nonesense, opinionated outlook on the world:
"Pool Party" — An announcer interrupts pool party attendees enjoying Athenos feta on their salad. When he asks Yiayia what she thinks about the party food choice, Yiayia instead critiques their lack of clothing; and
"Video Chat" — An announcer interrupts a woman eating an omelet made with Athenos feta while video chatting with her husband. When he asks Yiayia what she thinks about this meal choice, Yiayia instead expresses her distaste for this nontraditional interaction.
"Yiayia and Athenos are now interchangeable," Athenos brand manager Anne Field said. "The brand’s respect for traditional Greek preparation is brought to life through Yiayia’s respect (and demand) for traditional ways of life. We’ve been thrilled with the consumer response to Yiayia and are excited to bring her to a wider audience this year."
The announcement follows a recent report that the brand would be shuttered by parent company Kraft Foods.
Kellogg’s refreshes brand with logo, tagline and website changes
BATTLE CREEK, Mich. — Kellogg’s is updating its 106-year-old brand.
"Ensuring that an iconic and hugely successful 106-year-old consumer brand is as relevant today as when it was first launched is no easy feat," Kellogg’s chief marketing officer Mark Baynes said. "Refreshing the Kellogg’s brand, which has been trusted by generations of consumers, required careful research and thinking, and these changes help us better convey our brand’s purpose and values to today’s consumers."
The enhancements — which will be rolled out globally — that will be visible across the Kellogg’s portfolio and throughout its websites, packaging, advertising and other marketing materials, include:
A new tagline,"Let’s Make Today Great," which reflects the reasons consumers worldwide choose Kellogg’s brands for the best start to their days;
Distinctly bright visual graphics and images that reflect company and consumer values of optimism and a bright outlook today, while positioning the Kellogg’s brand for continued success;
A more conversational tone that supports the relationships consumers desire to have with brands today, particularly in the social and digital worlds;
A broad and unified approach to promote the power of breakfast through master brand-level programs, such as the Kellogg’s "Share Your Breakfast" program. For every person who posts a photo of or message about their breakfast on Facebook.com/Kelloggs, the company will make a donation to Action for Healthy Kids to support the expansion of school breakfast programs; and
A contemporized version of the classic Kellogg’s script logo.
"We are excited about the vibrant refresh for our iconic Kellogg’s brand and our evolving marketing approach," Baynes said. "The Kellogg’s brand has been meaningful to consumers for more than a century. Today, we’re driving consumer engagement in ways Mr. Kellogg might never have imagined as we continue his legacy of building brands that matter."
Amstel Light invites consumers to ‘savor complexity’
WHITE PLAINS, N.Y. — Amstel Light has launched its latest advertising campaign that encourages consumers to consider and appreciate the intricacies of their everyday lives.
The "Savor Complexity" campaign highlights the complexities of simple items, such as the burger, pigeon, dart board, umbrella and ping pong, through print, radio, out-of-home, digital and social media activations. The integrated campaign was created by Droga5 New York.
"Complexity is not a dirty word. Our new campaign will help position Amstel Light in a different light by celebrating the natural and unique complexities of our brand and target consumer," Amstel Light brand director Belen Pamukoff said. "We recognize that Amstel Light drinkers appreciate the layers and dimensions in their lives, and aren’t willing to sacrifice taste, and this campaign showcases the overall versatility of our product and its relevance to their lives."