How Mondelez owned belVita is using a quirky sense of fun to get people talking with a great integrated campaign designed to celebrate the fact we all have at least one #MorningWin. In this week’s Talking Points, Joss Davidge, managing partner of brand experience agency BEcause, looks at this marketing campaign that is full of promise.
I’ve seen several brands have a quick flutter on 3D printing, but each campaign I’ve come across has been fairly short-lived and focused on the novelty 3D printing technology itself, rather than wrapping it in a substantial marketing message. Now it’s time for snack giant Mondelez to get in on the action with this full-bodied campaign for breakfast biscuit brand belVita, which is designed to spread a ‘positive morning outlook’.
belVita launched its new #MorningWin campaign last week, the campaign will act as a platform for the public to celebrate and gain acknowledgement for those small morning victories we so often experience. It can be anything from ‘waking up just before their piercing alarm’ to ‘having just enough milk left for their coffee’ to ‘finding two matching socks’.
People can submit their #MorningWin to belVita on Twitter and could be in with a chance to be the owner of their very own personalised 3D printed trophy so they can commemorate the moment forever.
Beyond the trophies the campaign will include national television advertising, a storefront retail activation in New York, radio jingles and a ‘rich social media programme’.
What has really struck me about this campaign is the sense of fun. It also manages to engage people on a personal level, while talking to everyone. We have all had those moments, we can all empathise with a #MorningWin or two. It is a simple message delivered with wit and sophistication that speaks volumes about the brand and places belVita as a great way to start the day. I’m looking forward to looking back at the results of this campaign once it has bedded in over the coming months.
Read more from Joss Davidge.