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Still waiting for the Heinz soup response
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Wendy's and McCann (?) were the real geniuses.
The Colonel was a dud.
Why do you think it was genius? Genuinely curious.
Don’t mean this as a shot at the OP, who I’m sure is a lovely and capable person, but we as an industry would be well served to stop applying adjectives like “genius” and “brilliant” to mediocre work. This relentless self-congratulatory celebration of meh is partially to blame for why the industry is in the rut it’s in. The stunt of putting a branded thing in the field of view of the cameras at a big sporting event is older than dirt. Sure, it’s always great for earned media (and with a few PR dollars you can guarantee some of that) and you can probably even disingenuously make the case that sales went up because people habitually order more fast food during big sporting events, particularly if there’s some sort of promo on, as there inevitably always is. Awards shows will give it shiny baubles because their business relies on agencies that overspend on trying to get awards continuing to overspend on trying to get awards — those are their “good clients”. But show me the agency that, say, figures out how to keep fried chicken sales up after the price of Ozempic gets chopped down to one quarter next year and then we can talk about “brilliant”.
Yeah, I’m fun at parties. 😂🖕
It was not genius.
They’ve done this before, as have countless other brands.
If the Jays lose the World Series, I'm blaming Joel & Dhaval.
Pro
You're a VP and don't know who has KFC?
You gonna ask who has Heinz next?
To be fair, doesn’t everyone kind of have a piece of Heinz these days?
The case study was already on LinkedIn before first pitch
I liked this idea better for Smile the movie.
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Well- seeing the earned media #s plus mainstream coverage on it, congrats to Courage for their future Effies win- - as long as people buy the Dinger sandwich till they name it back in 7 days 😂
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Our media team said that allegedly it got up to $9M worth of total earned media (and counting) on less than a $10K spend (plus the Dinger prod $).
Sorry, but genius is an applicable adjective.
Will the Broc-o-Bob(tm) have the same impact?
Rising Star
Copying something that’s been done before isn’t “genius” and it surly isn’t creative. Even if it delivers results.
Pro
Courage.
Jays 0-1 when Sanders shows up. I wonder how they’ll work the case video…
If it’s Courage, the case video will be a complete work of fiction so it really doesn’t matter how this plays out.
Courage has done this a few times now. Figure out a new angle with your talent.
Been watching the game intently and haven’t noticed it LOL.
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You will now 😂
Courage doesn’t win Effie’s.
Genuine? That’s a stretch. IMO it was an easy way to go viral. Low hanging fruit.
The spec savers ad at during the Dodgers game 5 was smart- simple, clever copy & placement- upside down.
I would have been more impressed if they dressed Sam McDadi up as a giant drumstick. 🍗