CRANBERRY: TICKLED CRANBERRY!

Credits & Description:

Category: Best Use of Magazines

Advertiser: NESTLÉ USA

Product/Service: CRANBERRY RAISINETS SNACK

Agency: ZENITH OPTIMEDIA

Date of First Appearance: Jul 14 2009 12:00AM

Entrant Company: ZENITH OPTIMEDIA, New York, USA

Entry URL: http://www.youtube.com/raisinets

Senior Communications Planner: Kimberly Green (ZenithOptimedia)

Print Negotiator: Matthew Clarke (ZenithMedia)

Senior Communications Planner: Frank Maguire (Zenith Interactive)

Associate Communications Director: Maria Perez (ZenithOptimedia)

Communications Supervisor: William Durrant (ZenithOptimedia)

Account Supervisor: Michelle Wong (Dailey & Associates)

Interactive Marketing Director: Lauriann Serra (OgilvyOne)

Media placement: Digital – Webisodes 9 Episodes - YouTube - July 14 2009

Media placement: Woman’s Day Custom Microsite - Womansday.com - August 14 2009

Media placement: Sweepstakes - Womansday.com - August 14 2009

Media placement: Magazine – 4 -Page Advertorial Including Brand Ad (5 Total Inserts) - Woman’s Day - August 18 2009

Media placement: Custom E-Blast - Womansday.com - August 18 2009

Media placement: TV Integration - Lifetime - August 31 2009

Media placement: Mobile - Womansday.com - September 8 2009

Media placement: Streaming Radio Segment - Womansday.com - September 18 2009

Media placement: Retail Sampling - Kroger - September 19 2009

Media placement: VIP Event Sampling - Stand Up For Heroes - November 4 2009



Results and Effectiveness

• Sales:+22%* vs. YAG, +33%* in September, first full month of media support. Cranberry is in >50%* of Grocery stores, 69%* of Mass outlets
• VISTA:indexing at a 135 on Actions Taken, 132 on Total Recall**; 84% readers liked in-book section, with incredible 69% considering purchase
• Webisodes:Have already garnered over 200K views, hundreds of comments on YouTube alone
• Digital/Mobile Metrics:100,000 contest entries; 2.8 minutes spent with pages; mobile campaign outperforming benchmarks by 5x (3% CTR, 2,000+ entries); 30% video completion rate***
*Source: AC Nielsen Scantrack
**Source: WD VISTA Research, October ’09
***Source: ZO/Nielsen Adserving data (as of 9/16/09)



Creative Execution

The core of the campaign was a partnership with Woman’s Day that included 5 Celebrity-endorsed Tickled Cranberry multi-page units with some of the hottest comediennes in the world. These eye-catching mad-lib inspired spreads gave a glimpse into these comediennes’ lives and how Cranberry got them through their day. Cranberry was everywhere! Through the Woman’s Day programme, she was also featured in custom digital microsite, mobile, product integration on TV, streaming radio, sweepstakes, retail sampling, and VIP event sampling.

The programme helped drive to Raisinets’ digital content where the characters literally came to life with seven animated webisodes featuring a stand-off between Rachel and her fellow raisins and the new girl in town, Cran. These soap opera-like snapshots were a humorous and organic way to bring an existing brand back on the radar and introduce a new product with fresh webisodes spaced out to create suspense and drama.



Insights, Strategy & the Idea

Raisinets was a brand that had not advertised in years. During this time, the brand was thought of as an old-fashioned movie candy. We needed to find a way to modernise the brand, launch a new product (Cranberry Raisinets), AND position the brand as a better for you snack.
Raisinets consumers are women who look at the bright side of life and pursue a balanced approach to getting the most out of life. They typically turned to Raisinets as a late night snack, but we showed them how Raisinets was a snack they could turn to throughout the day.
Borrowing from the entertainment equity of the brand, we created hip new characters that these women could relate to and to give a voice to the brand. The key was to make these characters feel like girlfriends that fit comfortably into everyday life. Similarly, we weaved these characters across every touchpoint.