Dive Transient:
- Great Halos, the seedless mandarin model, launched its first nationwide built-in advertising and marketing marketing campaign in 5 years on Monday, per particulars shared with Advertising Dive.
- “Fingers Off My Halos” options two commercials that poke enjoyable on the lengths youngsters will go to if their dad and mom take from their Halos stash. The marketing campaign will air on Amazon Prime, Disney+, Hulu and Peacock.
- The trouble will prolong to social media, out-of-home, experiential occasions, model partnerships and the marketer’s in-store shows. The trouble arrives because the model, owned by The Great Firm, steps up its advertising and marketing, together with by a not too long ago launched TikTok marketing campaign.
Dive Perception:
Great Halos is showcasing the good lengths youngsters will go to maintain the seedless mandarins for themselves with its playful “Fingers Off My Halos” marketing campaign, an effort that marks the model’s first built-in marketing campaign in half a decade. The marketing campaign spotlights the favor held for Great Halos by each dad and mom and their youngsters, a transfer that might assist the model develop loyalty with youthful and older audiences alike.
Central to the trouble are two commercials. The primary, “IRS,” begins with a mom apologizing for taking the final Halo earlier than her daughter accepts her apology and provides condolences of her personal for ratting her mom out to the IRS. A second advert, “Braking Unhealthy,” a homophone play on the present with the identical identify, sees a father apologize to his son for taking the final Halo, solely to find that the boy received even together with his dad by chopping his brake strains.
The spots, which is able to run throughout platforms like Hulu and Peacock, might assist Great Halos appeal to youthful dad and mom who usually tend to want streaming over linear TV. The marketing campaign’s extension past the tv might additionally introduce the model to a wider viewers. Moreover, the trouble arrives amid the colder months, which might see dad and mom reaching for extra vitamin C-packed meals like citrus fruits as they assist fight colds.
The marketing campaign was dealt with internally by dad or mum The Great Firm’s in-house inventive crew, Great Company, led by Chief Artistic Officer Bobby Pearce. The transfer arrives because the model steps up its advertising and marketing, together with with the latest launch of what it payments as its largest-ever TikTok marketing campaign, which locations a deal with its social media mascot, Hal the Halo.
Earlier than its most up-to-date marketing campaign, Great Halos in 2019 launched a multimillion-dollar built-in marketing campaign, “The Checks-All-The-Packing containers Field,” that inspired dad and mom to decide on the model whereas they’re on snack obligation.
The Great Firm is a privately held $6 billion world firm that owns different manufacturers together with Great Pistachios, Fiji Water, Pom Great and Teleflora. In August, Great Pistachios launched an out-of-home marketing campaign that included practically 80 automotive wraps on Uber and Lyft automobiles to assist promote the model’s travel-sized No Shells product line. Timed to Valentine’s Day, Teleflora this yr launched a “Imagine in Love” marketing campaign, which included a documentary-style video that includes actual {couples} discussing their relationship perceptions.
