Last but not least: carrots can be so cool
With the help of the advertising pros at Crispin Porter & Bogusky, U.S. carrot farmers are trying to establish the mini-carrot as a snack. But how on earth do you get kids to eat this healthy little thing? The only option: the carrot has to become cool.
The strategy:
Firstly: Optimal camouflage. When choosing the product, the kids must not immediately recognize that it is something healthy. The packaging therefore resembles a bag of potato chips. Secondly, a cool campaign that establishes a link to the coveted junk food. The "Eatem like junkfood" campaign includes a wacky TV commercial in which the mini carrots are shot through the air.
Firstly: Optimal camouflage. When choosing the product, the kids must not immediately recognize that it is something healthy. The packaging therefore resembles a bag of potato chips. Secondly, a cool campaign that establishes a link to the coveted junk food. The "Eatem like junkfood" campaign includes a wacky TV commercial in which the mini carrots are shot through the air.
The whole thing is supported by a Online presencewhere you can download the hit "Karrüt Krüünch Track", among others. Somewhere there is also information about the nutritional value of the carrots. But if you click on it, the warning "Dude. For real?". The user then has to confirm several times that they really want to read this boring stuff. If they click through, the information flutters down with a disco ball, accompanied by dancing mini-carrots. There is also a free game for the iPhone where you have to nibble on as many carrots as possible. It's worth a visit to the website. Very cool indeed!
