Hasta La Creative!

It’s a big week for that neighbor of yours who can do a hundred pull-ups and toss tractor tires 20 yards. The CrossFit Games kicks off this week, and to celebrate, Reebok is releasing a new product: Reebok Bacon.

CrossFitters as a whole are notorious for also abiding by a Paleo diet, which allows and praises the consumption of smoky, savory strips of tasty bacon.  

The sneaker brand, once thought of as a go-to for mall walkers, has revamped its image to cater to a hipper, younger crowd, and there’s no doubt that bacon has taken on a cult-like status in recent years. 

Reebok Bacon was created by agency Venables Bell & Partners, which notes: “In sticking with Paleo recommendations, Reebok Bacon is uncured and contains no nitrates, preservatives, MSG or sweeteners. Packaging in dry ice will keep the bacon refrigerated until recipients throw it in the skillet.” 

Beyond sending packages directly to athletes and others in the community, Reebok will have a physical presence at the 2014 Reebok CrossFit Games with its very own Reebok Bacon Box—a food truck handing out bacon-based menu items to CrossFit Games attendees. While it’s tapping into what I feel is a little bit of an overdone trend (I’m over the bacon thing, the mustache thing, the bacon-as-a-mustache thing), Reebok Bacon will likely be a hit for CrossFit diehards. 

CREDITS:
Client: Reebok
Brand: Crossfit Community Activation
Agency: Venables Bell & Partners
Executive Creative Directors: Paul Venables, Will McGinness
Creative Director: Erich Pfeifer
Associate Creative Director: Eric Boyd
Design Director: Cris Logan
Lead Designer: Michael Sison
Art Director: Byron Del Rosario
Copywriter: Meredith Karr
Designer: Jarrett Carr
Interactive Designer: Jarrett Carr
Head of Strategy: Michael Davidson
Communications Strategy Director: Beatrice Liang
Brand Strategist: Jake Bayham
Technical Director: Lucas Shuman
Production House: Freestyle MKTG, MKTG
Director of Integrated Production: Craig Allen
Director of Interactive Production: Manjula Nadkarni
Experiential Producer: Natalie Stone
Production Coordinator: Megan Wasserman
Digital Producer: Ashley Smith
Account Manager: Ashton Atlas
Project Managers: Daniela Contreras, Shannon Duncan 

Em 1999, Kevin Spacey esteve na pele de Lester Burnham, um homem vivendo uma crise de meia-idade em “Beleza Americana“. Atraído por uma das amigas de sua filha, ele passa a cultivar fantasias com a garota – papel que coube a Mena Suvari -, sendo a mais famosa aquela em que ela está nua, coberta de pétalas de rosas. É exatamente esta cena que serve de insipração para “Good Morning Bacon”, comercial da Primo Smallgoods com criação da Ogilvy de Sydney.

No filme, que tem produção da Curious, as pétalas são substituídas por pedaços de bacon, e em vez de uma garota, o “sonhador” imagina a si próprio coberto pela carne. Para quem é fã de bacon, é um prato cheio…

Post originalmente publicado no Brainstorm #9
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Bacon is everywhere. (No, not Kevin Bacon.) And it seems everyone loves it—even pigs! It's so great, it once helped a man negotiate his way across the nation dealing exclusively in bacon. Thanks, Oscar Mayer. Now, the bacon craze is hitting the Lehigh Valley IronPigs, the Triple-A affiliate of the Philadelphia Phillies.

The IronPigs this week unveiled what I can only imagine was a highly anticipated bacon-themed Saturday uniform, which includes a bacon-strip logo on the cap, and a "first-of-its-kind" bacon-style piping down both legs of the pants. Check it out at the team's new site, smellthechange.com. For those of us who like to get a bit more bacon for our buck, we can purchase other innovative merchandise such as scratch-and-sniff bacon-logo T-shirts, now available online.

One has to wonder, though. What will this do to the IronPigs' vegetarian fan base? On second thought, who cares!? If they were vegetarians, they weren't real fans anyway.

If loving bacon is wrong, I don’t want to be right. http://t.co/tyRm2x1t26 #smellthechange pic.twitter.com/HYSClDtZ2g

— IronPigs (@IronPigs) February 24, 2014

Tem toda cara de pegadinha, mas a Procter & Gamble só vai se pronunciar a respeito no final do dia. O que só reforça a ideia de que o lançamento de um enxaguante bucal sabor bacon faz parte da cota de campanhas fake do dia. No filme produzido pela Publicis Kaplan Thaler, somos apresentados a todos os produtos que levam o suíno ingrediente, até evoluirmos para pessoas, como Kevin Bacon e chegarmos ao Scope, o lançamento em questão.

Scope Bacon está sendo “promovido” com  direito a hashtag no Twitter, #scopebacon, e um hotsite que vale a visita, só para ler as informações sobre o produto. Lá é possível descobrir, por exemplo, que o enxaguante bucal tem sabor de bacon, mas o hálito fica refrescante como a menta, o que é bem difícil de acreditar. Mas, seja lá qual for o posicionamento da P&G ao final do dia, fica uma dica: bacon não é nada atraente, especialmente em se tratando de hálito.

Post originalmente publicado no Brainstorm #9
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