Dolmio brings Pepper Hacker to life as consumer product
A year after Dolmio and its ad agency Clemenger were accused of scamming awards and teasing consumers with a Pepper Hacker that shut down phones and TVs, the agency has brought the product to life.
The Mars brand will give away 3,500 Pepper Hacker grinders over coming weeks but the impact of the device will not be as far reaching as the original concept and will be able to shut down wi-fi devices but not TVs.
Mars Food Australia marketing director, Tim Hicks, said the original response to the Pepper Hacker was so overwhelming that the company felt it needed to move the item from prototype stage to a genuine consumer product.
Where the original shaker required a complex network of wiring be installed in order for a twist of the pepper grinder to shut down TVs, phones and tablets, the consumer release will override a home wi-fi network and shut down up to four connected devices for 30 minutes.
https://www.youtube.com/watch?v=dN04OO67_do
Clemenger head of planning Kit Landsdell said the consumer response to the original idea had been overwhelming.
“The idea came from Dolmio very much being a fun brand, and then in response to that we asked, could we make these for real?” Lansdell said.
“The brand would then be able to give them away as a promotion, driving excitement from the sense that clearly there was some latent value in the thought for everyday Aussies.
“It will be a lighthearted thing for parents to have on their side to help disconnect for a short while. It’s one of things that you think, ‘does it add a little bit of fun’? Yes. It’s something that will create some talk-ability.”
Lansdell said the fundamental element of the campaign was to drive sales of Dolmio. “That is what we are fundamentally about,” he said.
Credits:
- Executive Creative Director: Paul Nagy
- Creative Directors: Ben Smith and Luke Hawkins
- Creatives: Jack Delmonte and Haleigh Sinclair (Pepper Hacker concept)
- Senior Art Director: Dan Walton (Packaging, Social, Website)
- Copywriters: Adam Smith and Nick Alcock (packaging, website)
- Head of Craft: Daniel Mortensen
- Senior Designer: Claire Sutton (Packaging)
- Head of Creative Technology: Brendan Forster
- Senior Digital Producer: Joshua Speight
- Senior Finished Artist: Anna Ballard
- Digital Designers: Ivan So, Sebastian Perez de Arce, Marissa Karolyi
- Developer: Dale Emrose
- Managing Director: Emily Perrett
- Group Account Director: Madeline Marsh
- Senior Account Director: Matty Graham
- Senior Account Director: Lena Galbraith
- Senior Account Director: Emily Taylor
- Account Manager: Katie Scrutton
- Account Coordinator Brooklyn Andrews
- Head of Planning: Kit Lansdell
- Co-credit for content film: AMV BBDO
- Production Company: Plaza Films
Production Partners
- Product Design: D+I (Design+Industry)
- Technical Solutions: The LX Group
- Director: Paul Middleditch
- Global Brand Director, Mars Food: Richard Stear
- Marketing Director, Mars Food Australia: Tim Hicks
Marketing Manager, Mars Food Australia: Shelley Crowe
Brand Manager, Mars Food Australia: Lauren Dragicevich - Media Agency: MediaCom
- Buying Agency: Starcom
- PR: Ogilvy PR
How will I know when to get the washing off the line if my Dolmio Pepper Hacker is blocking the signal from my OMO SmartPeg? Meanwhile the family cat will be rendered obsolete unable to post its Whiska’s Catstacam photos via wifi.
This is household warfare. I’m outraged. Someone needs to pull the plug on this Mad Men madness.
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I do hope they haven’t imported any yet… It’s illegal.
http://www.acma.gov.au/theACMA.....vices-acma
4. Are jammers illegal?
Yes.The use, possession and operation of these devices are prohibited. An individual can be imprisoned for up to two years if found guilty of supplying, possessing or operating a prohibited device and organisations can be fined up to $270,000 (1,500 penalty units).Further, an individual can be imprisoned for up to five years if found guilty of causing interference likely to endanger the safety of another person or cause another person to suffer or incur substantial loss or damage, and organisations can be fined $900,000 (5,000 penalty units).
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Calm down Killjoy! Where does it say it uses signal jamming?
I’m guessing it is just a simple switch connected to the wifi router. No real magic. Just a simple rf switch and button.
Nice bit of brand utility.
Nice work Clems.
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I love how even the account manager from the ad agency gets a call out in the credits but no-one at Design + Industry (who actually made the thing) gets a mention.
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Of the 3500 distributed, 4 will be used (by Clem’s staff) to create some engagement stats to support award entries.
After all it’s just half an hour of complicated setup and 11 steps to create something nobody will ever use.
See https://dolmiopepperhacker.com/#the-pepper-hacker
Thankfully it should work as an actual pepper grinder so has some benefit.
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There’s two steps to activate it.
But that wouldn’t make for a good snarky comment would it?
Also, Mumbrella, be keen for your thoughts on the campaign now after your scam witch hunt last year?
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Hi @Good insight etc…
We examined the campaign fairly closely last year and explained exactly how technology was used to deliver the results in the case study video. You can read that report here: https://mumbrella.com.au/clemenger-bbdo-sydney-rejects-suggestions-dolmio-pepper-hacker-was-made-to-win-awards-284035.
I’d urge you to go back and read it. I think you’ll agree that you may have misremembered it as a “scam witchhunt”.
It’s worth noting that the product on sale now does not replicate the effects of that video (only the wifi element).
Cheers,
Tim – Mumbrella
How to buy a Dolmio pepper hacker ?
During the week ends family members gather arroud the table for breakfast/lunch or dinner but unfortunately they are all physically present but not ready to shat as everyone is busy with his cellphone.
Buying a pepper hacker will bring back the warmth & personal contact between the family members
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How to buy and form where i can get it what will be the cost of the product Dolmio pepper hacker
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where do i buy the Dolmio pepper hacker what is the cost
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what is the cost where do i buy the Dolmio pepper hacker what is the cost
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