BU CREATIVES
Our advertising campaign ideas for Peperami Bites include a print ad, storyboards and a TV script. It alludes to the target market of school kids and young adults having them for a snack between meals effectively as really emphasises the idea of the product being a smaller version of the original Peperami. This was achieved by having the advert featuring the ‘Animal’ character being turned into the smaller bites by being shot out of the cannon and exploding in fireworks, the outcome being lots of little Peperami’s with parachutes clearly presenting that the new product is just a differentiated version of the already loved and well established Peperami. It was clear to us from the very beginning that we were required to use the ‘bit of an animal theme’ as a fundamental part of the campaign, so that the consumer makes the links between the product and the reputable brand of Peperami. The print advertisement undoubtedly shows the bites as smaller versions of the Peperami, which is important as will get the product noticed, one of the main objectives for the brief. The advert can work across multiple mediums as we were able to clearly demonstrate our print and television adverts, which are effectively recognisable as for the same product. We feel that by the creation of the smaller Peperami characters it will demand consumer’s attention, making the product famous and achieving the other main objective in the brief, to encourage people to try them.
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TELEVISION SCRIPT
CLIENT NAME: Unilever
BRAND : Peperami
DATE: 2009
IDEA TITLE: ‘Bitez’
We open on a completely black screen, apart from the Animal’s eyes being visible. He lights a match (it will be obvious it was ignited from the kitchen hob) that illuminates the scene and are met with the image of him loaded into a cannon on the kitchen worktop next to the hob. The Animal is wearing goggles and a hat.
The Animal: Hahaha (mad laughs of pleasure and excitement)
He lights the cannon that shoots him into the air (shot is from above as if the Animal is flying towards the camera, to involve the audience). He explodes in a display of fireworks just before he hits the screen, and we see a close up of his face with a huge crazy smile before he disappears.
The Animal: More screams of enjoyment before a loud bang when he explodes.
Cuts to lots of little Peperami’s (the bitez) floating from the top to the bottom of the screen, with goggles, hats, little shoes on and parachutes with the three various flavours.
Title: Peperami
(slogan)
Cuts back to three shaking pots, one for each flavour, all making screaming noises and trying to escape.
