Nov 07

Hill Holliday Could Put Your Tweet in a Dunkin’ Donuts Spot

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Fans who tweet or post to Facebook about Dunkin’ Donuts may find themselves starring in Boston-based, IPG-owned Hill Holliday’s new campaign.

Winners selected from the best posts made using the #mydunkin hashtag will, in fact, already be appearing in a seven-spot web/TV campaign from Hill Holliday, cut by Whitehouse Post editor Adam Robinson and director Tyler Manson.

“Meg’s #mydunkin Iced Coffee” spot is a good example of the campaign. It follows a college student through a trek across campus, iced coffee in tow. She takes the iced coffee to her a capella practice as a voiceover reads her actual tweet: “Every a capella rehearsal needs a dd iced coffee to get me through.” It would take a lot more than an iced coffee to get me through an a capella rehearsal (think some kind of Hunter S. Thompson -inspired drug cocktail and you’ve got the idea), but to each his own.

People like being engaged in social media campaigns, and they love seeing themselves (or their tweets) on TV or the web even more. So, combining the two should work well for HH and Dunkin’ Donuts. There are more stories to tell and there’s one after the jump as well as credits.

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Oct 30

Vitro Launches Rebranding Effort for Wild Turkey

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Ah sweet bourbon, brownest of the brown liquors.

MDC-owned, San Diego-based Vitro, responsible for the interesting Asics campaigns we’ve covered over the past couple of years, is rolling out a rebranding effort for Wild Turkey with a new campaign entitled “Never Tamed,” complete with a new website for the booze brand.

Aimed “squarely into the hearts and minds of the Millennial consumer” the parties involved claim this campaign is the largest in Wild Turkey history. The “#Nevertamed” tagline and hashtag refer to the bouron’s adherence to quality and refusal to compromise for financial or other practical reasons. In the first spot, they highlight the company’s use of a deeper char, more rye, and a longer aging process in their bourbon. “It’s worth it,” the spot proclaims, “because some people know that the choices you make are just a product of what you’re made of.” This is the kind of ridiculous quote you hear in just about every liquor ad, but the focus on Wild Turkey’s adherence to quality works. Next time Vitro might want to mention Wild Turkey’s refusal to turn to genetically modified grains at a time when many others in the industry have resorted to GMOs. This sixty second spot is backed by extensive digital and social media efforts, with print advertising forthcoming.

The “Nevertamed” campaign also features long-form profiles of “five uncompromising individuals who clearly exhibit the same Wild Turkey #Nevertamed spirit.” These include Michael Sharp, who surfs in the arctic waters of Alaska; Chris Davenport, who hiked up and skied all of Colorado’s 54 tallest mountain peaks in a year; female horse jockey Rosie Napravnik; premier glass blower Caleb Siemon; and Hollywood stunt man Tim Rigby. These five stories can be viewed after the 60 second spot in the playlist above.

The rebranding effort to move away from an association with a “rough and tumble, redneck set” and appeal to their target demographic of males aged 25-35 (Hey, that’s me: send me some free bourbon) should be well-served by the campaign, despite the first spot’s flaws. Wild Turkey would do well to play up its association with Hunter S. Thompson, a fan of the brand who’s beloved by Millenials everywhere. Credits after the jump. continued…

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