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To continue its marketing repositioning from a diet program to a healthy lifestyle choice — and grab attention amid the usual New Year’s deluge of diet advertising — Atkins has recruited actor Rob Lowe as its first male brand spokesperson.
This latest extension of the brand’s “Today’s Atkins” umbrella platform, from The Acme Idea Company, positions the program as contributing to “a life well lived.”
In a 75-second digital-only anthem ad (below) ad and 30-second cutdown for TV, Lowe talks about why he and “millions of other people” have been “living Atkins for years.”
Rather than focusing on individuals and singles, the new ads —which launch today — target parents, interspersing footage of happy, active families and real Atkins users with close-ups of Lowe earnestly talking into the camera.
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“Living well — it’s not about pounds and ounces,” says Lowe. “You know what we [Atkins users] all have in common? We all want to live well, healthy and long… We don’t just want to watch our kids grow up; we want to be there with them, all in and feeling good… Today’s Atkins isn’t just a diet; it’s good food. It’s rich in healthy protein and lower in carbs and sugar… It doesn’t just taste good; it feels good. And before you know it, feeling good on the inside starts to show on the outside… That’s how I live today… This is me on Atkins. And you—want to join us?”
Lowe did a very different type of pitch job earlier this year, playing Colonel Sanders for KFC’s chicken sandwich launch—which featured an actual launch of a sandwich into space. (Atkins apparently doesn’t see much risk of consumers experiencing cognitive dissonance in seeing the actor now promoting Atkins’s healthy food choices.)
The new Atkins campaign extension also includes 15-second product-focused ads featuring Lowe: one for the brand’s chocolate milkshakes and one for its chocolate peanut butter bar.
The anthem ad will run across digital, social and web channels, while the 30-second ad and product ads will air across national cable television, Atkins chief marketing officer Scott Parker tells Marketing Daily.
Print ads will run in national magazines, including Reader’s Digest, Better Homes & Gardens, Shape and Men’s Health.
The new creative will run throughout 2018. The brand may decide to add a few more ads into rotation with these four at some point during the year, Parker reports.
This past fall, Atkins debuted new ads new ads, also from Acme Idea Company, featuring country singer Lauren Alaina talking about how following “Today’s Atkins” has become a healthy lifestyle for her, not just a diet program that’s yielded weight loss. At the same time, the brand ran new ads focused on its educational message that Atkins enables avoiding the “hidden sugars” and high glycemic loads of simple carbs.
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January 3, 2018 at 07:09AM
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