Sherry attempting a comeback with a puzzling new ad campaign

By T.L. Stanley on Thu Sep 23 2010

Sherry

If Mad Men can bring back highballs, sidecars and Manhattans, why can't ad agency Creature re-energize Sherry? Well, first of all, it had its time in '50s flicks as the libation of choice for the extended-pinkie crowd. And if anyone ordered it in a bar today, I think heads would turn, and they'd be expecting to see a boozy old (but well preserved) dame smoking from a fancy cigarette holder. The Sherry Council of America has a completely different image of the drink, which is actually a name-brand wine from Spain (a proper name, like Champagne). Creature, meanwhile, has launched an ad campaign under the guise of the "Secret Sherry Society," with print, wild postings and sampling events in cities like New Orleans, Seattle and Boston. The society is so secret, by the way, that its spokescharacters are invisible! How's that for guerrilla marketing? The whole campaign, in fact, wants you to use your imagination—decipher the ads and find the tasting party. (There's even a shoe phone involved. How very Maxwell Smart of them!) If you can't figure all this out, maybe you've already had too many tiny little goblets of Sherry. In that case, it's probably time to retire for the day and try again next cocktail hour.

Behind every cool kid is a hip and happening JanSport backpack

Posted on Thu May 20 2010

Every marketer's goal is to establish a brand that is widely recognized by consumers and, ultimately, one that becomes part of the culture. JanSport says it has achieved such status and released this ad to show the popularity of its brand. The video, from ad agency Creature in Seattle (with help from digital studio TEAK), is titled "500 Pine St.," and starts out as a four-screen color montage showing young people in parks and on the streets, painting murals and having picnics. A JanSport backpack flashes on the screen, and the montage turns to black and white shots of Seattle. As the video returns to a montage, people are seen at dance parties and concerts, wearing JanSport backpacks—even a DJ sports one. The ad ends with the tag: "Discover freedom." It's obvious from the video that JanSport's idea of freedom is the art and club scene, where people express their individuality, but there's one thing that ties them all together: the JanSport trend. Even the choice of music fits in with the theme. The song heard in the background is by an indie band called the Broaderick. I don't see many JanSports on the streets of New York. But maybe I'm looking in all the wrong places. I probably need to find out where all the cool kids are.

—Posted by Elena Malykhina


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