Dive Temporary:
- Blue Diamond’s Almond Breeze model has enlisted the Jonas Brothers for a marketing campaign that takes photographs at wonky synthetic intelligence-generated promoting, in response to a press launch.
- The musical sibling trio was immediately concerned in creating new content material tied to the hassle. Within the movies, a pair of overzealous brokers pitch the group on misguided AI-generated concepts, corresponding to exhibiting them ingesting almond milk in area, earlier than the Jonas Brothers advocate a extra conventional endorsement mannequin.
- Almond Breeze is selling each longer-form movies and six- and 15-second cutdowns of the humorous materials. The grower-owned model joins different entrepreneurs which have made AI scrutiny part of their consumer-facing messaging.
Dive Perception:
Almond Breeze’s partnership with the Jonas Brothers takes a jab at generative AI slop to shore up the almond milk model’s positioning round authenticity and actual shopper connection. The marketing campaign follows backlash to some AI-generated adverts, in addition to different advertising and marketing efforts which have used AI instruments to poke enjoyable on the know-how’s shortcomings.
Within the Almond Breeze content material, the Jonas Brothers meet with brokers for a marketing campaign shoot and are pitched on “doing extra work with much less work.” The brokers then current a sequence of low-quality AI-generated movies, together with the Jonas Brothers floating by area, strolling round shirtless in cologne-inspired adverts and performing as milkmen whereas driving a large, horse-like almond. The band politely shoots down these concepts earlier than suggesting they simply say, “Almond Breeze: It’s actually good,” which finally ends up being the tagline. Messaging additionally highlights Almond Breeze product qualities like zero sugar, low energy and calcium.
Company McKinney is behind the hassle whereas Anthony Mandler led artistic path for the commercials. Within the launch, Almond Breeze acknowledged the Jonas Brothers had been concerned in every step of the artistic growth. The launch of the marketing campaign arrives because the band lately concluded a twentieth anniversary-themed tour.
Entrepreneurs proceed to attempt to push the envelope on AI-generated artistic at the same time as shoppers have expressed blended emotions towards the development. McDonald’s within the Netherlands lately pulled an AI-generated vacation video offline following intense outcry. Almond Breeze’s strategy underscores how some manufacturers see worth in taking a stance that’s extra skeptical of the know-how whereas acknowledging it’s turning into a much bigger a part of the advertising and marketing enterprise.
