CC’s satirise telenovellas in new campaign from The Royals
The Royal’s latest campaign for Snackbrands Australia’s CC’s plants the viewer in the melodramatic world of Mexican soap operas, making light of the phonetic similarity of the brand name with the Spanish word for ‘yes’.
Titled “Si Si Sitcom”, the campaign features three mini-episodes that portray CC’s as irresistible to telenovella characters, even in life’s most dramatic moments – from a marriage proposal to a man in a coma.
Each episode is spoken in Spanish and subtitled in English, with character’s exclamation of ‘Si Si’ intended to reflect CC’s log-standing positioning of ‘irresistible’, evoking the tagline, “you can’t say no”.
Snackbrands Australia marketing director James Deysel said: “This is the first major marketing campaign for CC’s in some time, so we wanted a stand-out approach that Australia would not just notice, but truly enjoy. The Royals rose to the challenge by respecting the brand’s traditional irreverence and distinctive assets whilst introducing a bold new approach.”
The Royals executive creative director Sebastian Vizor added: “We couldn’t ignore the opportunity that CC’s translates as “Si Si”. This leads to some fun miscommunication as the consequences are played out in some overly dramatic ‘telenovela’ inspired bite-sized sitcoms proving that when CC’s are involved, you can’t say no!”
The campaign launches initially on TV and digital platforms, with more campaign elements to roll out in the coming months.
Credits
Client: Snack Brands Australia
Brand: CC’s
Marketing Director: James Deysel
Group Brand Manager: Jennifer Geoghegan
Brand Manager: Rebecca Drabyna
Creative Agency: The Royals
Media Agency: EssenceMediacom
Production Company: Guilty
Director: Edwin McGill
Post Production: Mr Fox
Music & Sound: Smith & Western
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