July 2, 2013
Kellogg’s Pop-Tarts have always been a staple in the cupboards of kids and adults alike. With flavors like frosted strawberry, s’mores, and brown sugar cinnamon, Pop-Tarts managed to revolutionize the breakfast pastry market offering consumers a sweet, savory treat without trekking to a café. With Pop Tarts Gone Nutty!, Kellogg’s managed to capture the hearts of moms who want to send their kids off with a hot breakfast and the appetites of kids with two new yummy flavors: peanut butter and frosted chocolate peanut butter.
“Peanut butter has long been the most requested flavor by our fans,” said Dick Podiak, director of marketing for Pop-Tarts. “We think everyone will agree it was worth the wait once they taste these delicious new varieties.”
Read more at the Schneider Associates blog.
June 14, 2011
Range Rover has rolled out an impressive campaign to launch the 2012 Evoque. The initial launch event in July 2010 showcased the new compact SUV model, the smallest of the Range Rover line. The Evoque has all of form and function of other Range Rovers, but with greater fuel-efficiency because it 35% lighter than the Range Rover Sport. The launch event was held at Kensington Palace in London in a partnership with Vogue magazine, and closely resembled a fashion show, (appropriate given that Range Rover named Victoria Beckham as the creative design executive behind Evoque.)
Recently Range Rover has been ramping up its marketing with a trans-continental concert event May 21st featuring Cee Lo Green in Times Square, Paolo Nutini in Milan and Mark Ronson in Shanghai performing simultaneously. Evoque models were lined up on the square along with interactive displays, so that attendees could look “under the hood” of the new vehicles. This is part of a 100-city global Evoque tour that Range Rover is calling “The Pulse of the City,” playing off the Evoque’s city-friendly size and style.
To capitalize on the personalization trend we have seen in so many new product introductions, Range Rover hired The Brooklyn Brothers, and Somesuch & Co to produce an interactive online promotional video, Being Henry. The trailer coaxes viewers to visit the website and make in-video choices for the protagonist, Henry, by dragging him or clicking on options – like a modern, interactive “Choose Your Own Adventure.”
The video is quirky, and the events that unfold are hilariously unexpected. The video theme supports the Evoque’s customizable features, as well as the tag line Range Rover is using for the vehicle: Where will you end up?
Following the trend of stylized, smaller vehicles like the Mini wagon and Nissan Juke, the Range Rover is an SUV that provides an attractive, more fuel efficient option at a time when gas prices are rising precipitously.