güd
Aromavision
Aromavision
The first, launch advertising for new, natural brand güd, from Burt’s Bees, Inc., Durham, N.C., centers on a 90-second scratch-n-sniff-along animation appearing on Facebook. The campaign, including integrated print, guerrilla, social and packaging-based P-O-P advertising, is by agency Baldwin&, Raleigh. The paired-media execution, an urban aroma fantasy, combines online video and an old-fashioned scratch-n-sniff card. A young woman heads to work, smelling güd. At key moments, viewers are prompted to inhale one of six corresponding aromas—some good, others not so much. In order, the scents are Orange Petalooza™ Body Lotion, diesel fumes (from a garbage truck), cotton candy (as the exhaust now smells), a dirty subway, then flowers (wafting from the street grate above), and strawberry (transformed cigarette smoke). The tagline is, “Wherever güd goes, güd happens.” (The brand name is pronounced “good.”) The video is at facebook.com/gud . The site went live (soft launch) on February 24, and will be promoted starting March 6. Run-of-book print full pages, accompanied by the 2-sided, 5”x 7” scratch-n-sniff card insert, including URL, will appear in March issues of Allure and Lucky magazines. On the card’s back are a QR code leading to a mobile-adapted aromavision page, as well as a $1-off coupon. Guerrilla street teams will hand out the same card at six large universities, coast-to-coast. Social and online promotions will go out on Twitter (@gudhappens), Facebook, via email, and at gudhappens.com . And in-store, QR codes on all güd packages will also link to the mobile site. Those codes are supported by twenty-four different “floral aphorisms,” slightly offbeat güd thoughts, e.g. “It’s like moisturizing your skin with 72 degrees and sunny,” appearing, one on each package, near the QR. Creative credits go to Baldwin& creative directors David Baldwin and Bob Ranew, art director Shaun Sundholm, and copywriter Lisa Shimotakahara. Animation is by Buck, Los Angeles. güd, launched in January, is a new brand from Burt’s Bees, div. Clorox (NYSE: CLX), targeting Millennials, women 18 – 29. It is lower priced than typical natural products, and is intended to attract younger, less “earthy,” more contemporary consumers to the category. Eight formulations include body butter, hand wash, shampoo, conditioner, hand cream, body wash, body lotion, body mist, priced from $4.99 (hand wash) to $11.99 (body butter). All come in orange, cherry, vanilla, and (exclusively at Target) pear scents. güd is sold at Target, Walgreens, Kroger, Ulta, Walmart and through select e-retailers. Baldwin& is a creative practice in Raleigh, N.C., specializing in advertising, design and brand content. Oher clients include BMW Golf, Burt’s Bees, Risk Evaluation and Design (RED), Habitat for Humanity, and Peter Millar luxury apparel. www.baldwinand.com
Client: güd, Durham, N.C. gudhappens.com distributed by Burt’s Bees, Inc. Agency: Baldwin&, Raleigh, N.C. baldwinand.com Intro: Launch ad campaign for new, natural brand. Target: Millennials, women 18 – 29. Brand is intended to attract younger, less “earthy,” more contemporary consumers to the natural category. Paired-media execution: 90-second scratch-n-sniff-along animation. facebook.com/gud An urban aroma fantasy. At key moments viewers are prompted to scratch and sniff a corresponding scent, from companion card. Scents are 1) Orange Petalooza™ Body Lotion, 2) diesel (garbage truck), 3) cotton candy (was exhaust), 4) dirty subway, 5) flowers (was street grate), and 6) strawberry (was cigarette smoke). Tag: “Wherever güd goes, güd happens.” Integrated support advertising: Run-of-book print full page, plus 2-sided, 5”x7” scratch-n-sniff card insert/$-off coupon. In Allure, Lucky magazines. Guerrilla street teams will hand out the s-n-s card at 6 large universities coast-to-coast. Packaging’s QR codes will link to mobile-adapted aromavision site. (QR codes are supported by 24 different “floral aphorisms,” e.g. “It’s like moisturizing your skin with 72 degrees and sunny.” Social and online promotions on Twitter (@gudhappens), Facebook, via email, and at gudhappens.com Formulations, scents: Body butter, hand wash, shampoo, conditioner, hand cream, body wash, body lotion, body mist, priced from $4.99 (hand wash) to $11.99 (body butter), each in orange, cherry, vanilla, and (exclusively at Target) pear. Product distribution: Target, Walgreens, Kroger, Ulta, Walmart and select e-retailers. CDs: David Baldwin, Bob Ranew AD: Shaun Sundholm CW: Lisa Shimotakahara Agency Prod.: Cathy Wilson Animation: Buck, Los Angeles CD: Ryan Honey Exec Prod.: Maurie Enochson Prod.: Nick Terzich Coordinator: Ashley Hsieh ACD: Joshua Harvey Animation Dir.: Steve Day AD/Designer: Jon Gorman Designers: Joshua Harvey, Jenny Ko, Trevor Conrad Character Animation: Laura Yilmaz, Matt Everton, Taik Lee, Jamal Otolorin, Regis Camargo, Anna Saunders Compositors: Rachel Yonda, Alex Perry, Justin Mays, Moses Journey, Vincent Lammers, Iain Acton, Elizabeth Steinberg Music: Massive Music, New York Artistic Director: Elijah B. Torn Exec Prod.: Keith Haluska Prod.: Courtney Jenkins Breaks: March 6, 2012
