» Snacking http://luckierethinktank.com Fri, 03 Feb 2012 15:46:06 +0000 en hourly 1 http://wordpress.org/?v=3.1.1 How Sweet It Is: Luckie Gives Little Debbie Something to Smile About http://luckierethinktank.com/2011/09/how-sweet-it-is-luckie-gives-little-debbie-something-to-smile-about/ http://luckierethinktank.com/2011/09/how-sweet-it-is-luckie-gives-little-debbie-something-to-smile-about/#comments Fri, 02 Sep 2011 13:40:13 +0000 Stephanie Naman http://luckierethinktank.com/?p=2186 Continue reading →]]>

In the creative department, one of the most anticipated assignments we get all year is the Little Debbie brand TV spots. Well, I like this assignment. Another writer – we’ll call him Bob – feels his heart is two sizes too small to work on Little Debbie (and if you’ve ever heard any of his concepts – Barnacle People, Sharebot 2011 – you might think he has a point).

Not that we always have to tug at the heartstrings. In the past two years, we’ve sent cupcake-wrapped Smart cars zooming cross-country on a Sharathon mission to introduce the new Little Debbie Chocolate Cupcake. Then last year, we dropped hundreds of boxes of snacks from parachutes and hung even more throughout an orchard in the Mojave Desert. Getting to close down an L.A. street to make it rain muffins and working with a director like Steve Chase really makes up for all the times in this job when you have come to work on a Sunday to write Hulu pre-roll copy. Or come to work on a Sunday, period.

This year, however, the client wanted us to return to the more traditional Little Debbie spot. Something more sentimental and emotional, like the Tea Party execution that Luckie produced for them in 2005. Now, you have to remember 2005 was a kinder, gentler time in our culture. We were all playing Soduku and crying into our sofa cushions during Extreme Makeover Home Edition. Nick and Jessica were still a power couple and Lindsey Lohan was still a Disney darling (though they had to digitally reduce her breasts in the new Herbie the Love Bug movie so they looked less “fully loaded”). Among the talking Mrs. Butterworth commercials and Anna Nicole Smith ads pitching TRIMSPA, Tea Party felt right at home. Would Tea Party 2.0 seem silly in our more jaded “Real Housewives of the Jersey Shore” world? Were all our hearts just too small to produce it?

Of course not.

People always welcome a reason to smile. So putting aside our usual cynicism, the creative teams were able to tap into two truisms about Little Debbie Snacks. First, that they’ve been family tradition for 50 years, and secondly, that many of us have unique ways of enjoying them. We surveyed our million-strong Facebook fans for ideas on the latter concept and got back hundreds of answers (frozen Swiss Rolls – who knew?). The two spots that survived months of testing and revisions were produced in June of this year, with Michael Grasso as the director and Staci Levan from Charlie Uniform Tango as our editor. Steve Ford composed original music for both.

The first spot was called “Pantry” and told the story of one family’s love of Little Debbie Snacks since the 1950s. Through each decade till the present, we see fashion, music and the family itself change, but Little Debbie Snacks in the pantry are a constant that never fails to make them smile. Andy Odum and Rich Guglielmo, the creative team, cast this spot perfectly so you really thought a family was growing up before your eyes. Casting was also a challenge on the second spot, “How To,” since the whole execution relied on the interaction between a grandfather and his grandson. In the spot, the grandfather is showing his grandson unique ways to enjoy their favorite Little Debbie Snacks. At the end, the grandson turns the tables and comes up with his own new way to eat an Oatmeal Creme Pie. Art Director Jason Martin and I found just the right grandfather in Gregg Daniel (perhaps you caught him on a recent episode of “Castle”). He was great with our equally talented little grandson, keeping the boy laughing and energetic all day.

The finished spots are sweet and sentimental, but they don’t make you feel like you’ve eaten too many Nutty Bars, if there is such a thing. They started airing in late July.

So what happened next?

Well, at Luckie they say
the creative teams’ small hearts
grew two sizes that day.
Except for Bob’s.

View our cool new spots below.

Stephanine Naman is Associate Creative Director at Luckie & Company. You can contact her by email.

]]> http://luckierethinktank.com/2011/09/how-sweet-it-is-luckie-gives-little-debbie-something-to-smile-about/feed/ 0 Branding With A Smile http://luckierethinktank.com/2011/08/branding-with-a-smile/ http://luckierethinktank.com/2011/08/branding-with-a-smile/#comments Tue, 30 Aug 2011 14:36:30 +0000 Suzanne Smiley http://luckierethinktank.com/?p=2145 Continue reading →]]> Once upon a time, around the 16th century, the most famous smile in the world was born in a little town called Florence, Italy. It belonged to Mona Lisa. Leonardo da Vinci’s “Mona Lisa” is considered one of the most famous paintings in the world, and her smile was known around the world.

A smile has been the centerpiece of marketing campaigns worldwide, including brands like Coca-Cola, Head and Shoulders, Pantene, and even Absolut Vodka. Crest’s 2008 campaign told us that “You can say anything with a smile,” while showing people getting away with anything as long as they smiled. And who can forget the smiling faces of “Dirty mouth? Clean it up with Orbit” campaign?

But there is one smiling face that just might rival Mona Lisa, at least with hungry Americans. That smile belongs to Little Debbie.

Little Debbie Snacks have been around since 1960, and they have become synonymous with a cute little redhead’s smile.  Most people agree that Little Debbie Snacks are definitely something to smile about and that little girl will always be the smiling face representing the big brand.  But besides being the tastiest treat in all the land, what else does Little Debbie have to smile about?  Well for one, her smile, and the creative execution of the “Million Smile Mission” promotion that generated more than 1 million likes on Facebook, including a record 250,000 on the first day.  Selling thousands of cases of Little Debbie Snacks per week isn’t too bad either.  Not to mention the fact that they are still the No. 1 selling brand this side of Alaska, beating out Hostess, and making it, as we say here at Luckie & Company, “The sweet snack that conquered America.”

Little Debbie also is smiling about growing their business over the last 50 years. Did you know the snack food connoisseurs came out with a new product this year – the delectable Cloud Cakes – with promise of another big product coming out in 2012? I can’t wait to see and taste it!

In the advertising campaign for 2011, Little Debbie used that legendary smile to personify their brand with the Million Smile Mission. More than 1 million sweepstakes entries were submitted and one lucky winner took home a Airstream Sport 16’ trailer.  Stop by littledebbiemission.com and view our mosaic made up of people’s smiling faces next to their favorite Little Debbie treat.  During this campaign Little Debbie took to the streets and drove across America delivering smiles, and Little Debbie Snacks, wherever they were needed.

I personally pride myself on having a lot of knowledge on the subject of smiles considering my last name, Smiley, has been my nickname since, well, third grade.  I used to hate it; however, through the years, my opinion has changed.  Smiles in any shape or form make people happy. If you need proof, just revisit the wildly popular advertising campaigns mentioned above, especially Little Debbie’s signature smiling face on Facebook with more than 1.4 million likes – far more than any other competitive brand.  People say smiles are contagious, which is true, but for Little Debbie, smiles sell.

And if you need a big smile for the long workday ahead, check out Little Debbie’s YouTube channel and unwrap a smile!

Suzanne Smiley is an intern at Luckie & Company. You can contact her by email or follow her on Twitter.

]]> http://luckierethinktank.com/2011/08/branding-with-a-smile/feed/ 0 April Trend Trackers http://luckierethinktank.com/2011/04/april-trend-trackers-2/ http://luckierethinktank.com/2011/04/april-trend-trackers-2/#comments Fri, 15 Apr 2011 14:32:18 +0000 David Stutts http://luckierethinktank.com/?p=1690 Continue reading →]]> Each month we publish a series of four marketplace specific Trend Tracker newsletters that take a quick topical look into the banking, snacking, telecom and tourism industries. While we sometimes look at traditional stuff like new campaigns and promotions, we really tend to focus on interesting insights that relate to emerging technologies, digital and social happenings and consumer behavior.

Read below for the headline stories in each report and download the reports for free by clicking on the respective links.

Banking

  • Snap A Photo Of A Bill, Then Click To Pay It
  • Bank Taps Customers For Co-Developed Ideas
  • Google To Test Mobile Payments At Stores
  • How The Other Half Lives: A Low-Income Version Of Life
  • In South Africa, Cardless ATM Withdrawls Via Mobile Phone
  • AMEX Launches Digital Payment Platform To Attack PayPal
  • Lookout PayPal: Visa Jumps Into Personal Payments
  • Amazon Exploring Mobile Payment Service

Snacking

  • TCHO Turns Chocolate Making Into A Serious Game
  • Pepsi Capitalizes On Fond Thoughts Of The Good Ol’ Days
  • Taking Photos Of Breakfast And Giving Meals To Children
  • Stouffer’s Farmers’ Harvest Seeds Farmville
  • Kids, Would You Like Some Augmented Reality With Your Cereal?
  • Mars Introduces Random Acts Of Chocolate
  • Coca-Cola Launches Global Music Effort To Connect With Teens
  • Step Away From The Cheetos
  • Kraft To Reward Sustainable Farming

Telecom

  • Facebook Teams Up With Warner Bros. To Stream Movies
  • Lookee Here: No-Fee Online TV
  • Google To Test Mobile Payments At Stores
  • USA Network Offers Mobile App Allowing Users To Interact With Performers
  • Atari’s Greatest Hits Collection Brings 100 Classic Games To iOS Devices
  • Apple TV To Offer Live Sports Streaming
  • App Provides Real-Time Instant Messaging Translation Service
  • Android Continues To Grow
  • Amazon Exploring Mobile Payment Store

Tourism

  • Where Consumers Get Discounts On Where They’re Going
  • Location-Based Stories Immerse Users Via Mobile App
  • A Mileage Program For Social Media Butterflys
  • Tourism Ireland Uses St Patrick’s Day To Unveil Facebook Game
  • Wanderfly Helps Travelers Plan In Reverse
  • Intercontinental Online Trivia Game Pushes For Younger Loyalty Members
  • New AAA App Helps Motorists Save At The Pump
  • Airport Perfumes Capture Cities’ Scents As Travel Mementos

For a free subscription to Trend Trackers — or our other monthly newsletter, Generational News and Views — just drop David Stutts an e-mail at david.stutts@luckie.com

]]> http://luckierethinktank.com/2011/04/april-trend-trackers-2/feed/ 1 March Trend Trackers http://luckierethinktank.com/2011/03/march-trend-trackers/ http://luckierethinktank.com/2011/03/march-trend-trackers/#comments Fri, 11 Mar 2011 17:15:48 +0000 David Stutts http://luckierethinktank.com/?p=1536 Continue reading →]]> Each month we publish a series of four marketplace specific Trend Tracker newsletters that take a quick topical look into the banking, snacking, telecom and tourism industries. While we sometimes look at traditional stuff like new campaigns and promotions, we really tend to focus on interesting insights that relate to emerging technologies, digital and social happenings and consumer behavior.

Read below for the headline stories in each report and download the reports for free by clicking on the respective links.

Banking

  • Peer-To-Peer Currency Exchange Puts Users In Control
  • Dwolla Adds Location To Mobile Payments
  • American Express Partners With Foursquare To Link Cardholders
  • TD Ameritrade Debuts Mobile Trading Platform
  • Mobile Payments Take Hold Around The World
  • Top 20 Visited Financial Websites For January
  • Citi Relies On Mobile Channels For Customer Engagement
  • Orange And Barclaycard Ready For Contactless Mobile Payment In The U.K.
  • Tax Returns To Buys TVs, Furniture And A Vacation

Snacking

  • Breakfast Meets Dessert With New Granola Bar
  • Oreo Sets World Record On Facebook
  • Foodily Takes Recipes Social
  • Planters Campaign: Sustainability Plus Fun
  • Chickpea-Based Cereal Hits The Shelves
  • Foodspotting Makes Dining Fun
  • Snack Cakes Feature Hershey Ingredients
  • Neuro Stakes It Claim On The Functional Beverage Scene

Telecom

  • TiVo App Lets Remote Control Nap
  • Shazam! Old Navy, Campaign Links TV, Mobile
  • In Japan, Disney Opens Their First Mobile Store
  • Virgin Mobile Launches Facebook Portal
  • Nokia Introduces Bicycle Mobile Charger
  • QR Code Usage Grows 1200% In Second Half Of 2010
  • Mobile Ends Era Of Male-Dominated Gaming
  • High Noon At The Mobile Wallet Showdown
  • Verizon’s Home Phone Connect Expands Nationwide

Tourism

  • Disney Looking Into The Cradle For Customers
  • Ministry Of Detourism Preaches Tips To Travelers
  • User-Generated Site Adds Historical Layer To Google Maps
  • Malaysia Airlines Puts Full Booking, Check-In And Seat Selection Into Facebook
  • Word Lens App Is Translation Magic
  • Sightseeing Becomes Adventure Game With Whai Whai
  • Scratch-Off Map Lets Travelers Show Off Trips
  • Room 77 Lets You See Your Hotel Room View Before You Arrive
  • Jetblue’s Facebook App Offers Rewards

For a free subscription to Trend Trackers — or our other monthly newsletter, Generational News and Views — just drop David Stutts an e-mail at david.stutts@luckie.com

]]> http://luckierethinktank.com/2011/03/march-trend-trackers/feed/ 0 February Trend Trackers http://luckierethinktank.com/2011/02/february-trend-trackers/ http://luckierethinktank.com/2011/02/february-trend-trackers/#comments Mon, 14 Feb 2011 17:12:12 +0000 David Stutts http://luckierethinktank.com/?p=1294 Continue reading →]]> Each month we publish a series of four marketplace specific Trend Tracker newsletters that take a quick topical look into the banking, snacking, telecom and tourism industries. While we sometimes look at traditional stuff like new campaigns and promotions, we really tend to focus on interesting insights that relate to emerging technologies, digital and social happenings and consumer behavior.

Read below for the headline stories in each report and download the reports for free by clicking on the respective links.

Banking

  • TurboTax Unveils Mobile App To File Taxes On Smart Phone
  • Apple’s iWallet Ready To Shake Up Registers
  • Good News: Matching 401(K) Contributions Make A Comeback
  • Crowdfunding Investment For Social Enterprises
  • Banks That Cultivate Authenticity Will Dominate
  • Chase Bank Uses QR Code In Homepage Banner
  • By 2015 Mobile Banking Will Reach 50 Million
  • BMW Sees Car Keys, Not Phones As Next NFC Wallet
  • Wells Fargo Launches Retirement Site For Women
  • Rounding Up Credit Card Purchases Creates A Monthly Donation To Charity

Snacking

  • “Extinct” Chocolate Discovered In Hidden Peruvian Valley
  • For Dipping? Sure, But For Reconnecting Too
  • Winn-Dixie’s App Is Calling All List-Makers
  • In-Store Kraft Kiosk Recommends Recipes Based On Your Face
  • Fooducate App Tells Inconvenient Nutrition Truths
  • In The Healthier Landscape, Popchips Have Bite
  • Veggie Can-Inspired Packaging Brings Whimsy To Nostalgic Candy
  • U.K. Residents Can Track Where Their Coke Bottle Was Made

Telecom

  • Google Testing Phone Number Portability
  • Apple’s iWallet Ready To Shake Up Registers
  • BMW Sees Car Keys, Not Phones As Next NFC Wallet
  • Facebook’s Next Step In Mobile Domination
  • Mobile Payment App Verifies Identity With A Photo
  • Translation In A Snap
  • Device Turns Smart Phones Into Satellite Communicators
  • Hang Ten With Videosurf And Rule The TV Airways
  • Broadcasters, MobiTV Plan Live TV And On-Demand Video Service

Tourism

  • Blood Is Thicker Than Twitter: Travelers Trust Friends And Family Most
  • Site Promotes, Ranks And Books Greek Eco-Hotels
  • Airlines Offer Free In-Flight Facebook
  • Historical Travelers Get Their Own Apps
  • Las Vegas ATM Dispenses Gold Bars And Coins
  • A New Place For Where You’ve Been And Where You’re Going
  • Virginia Marks Civil War Anniversary With A Family Tourism Campaign
  • Location Based Service Helps Guests Connect Off-Line
  • Louisiana Launches New Marketing Campaign
  • Philadelphia Expands Tourism Campaign

For a free subscription to Trend Trackers — or our other monthly newsletter, Generational News and Views — just drop David Stutts an e-mail at david.stutts@luckie.com

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