CumminsRoss launches Mammoth for Fonterra
Mammoth, a new iced coffee from Fonterra, is targeting sporty men with a rugby-themed campaign in which a ball has been replaced by a brick. The TV ad will run throughout the NRL finals.
http://youtu.be/qVMD9XAgFXo
The creative agency behind the campaign is CumminsRoss, which won a place on the Fonterra roster in July. The is the agency’s first major campaign for Fonterra.
The campaign involves positioning an inflatable mammoth on top of Sydney’s Heritage Fleet site, large format outdoor, PR, digital, point of sale and sampling.
The campaign is being built around the Mammoth Facebook group, which was devised by The Marketing Zoo.
OMD handled media.
Fonterra’s general manager, marketing and innovation Brad Cook said: “We’ve really enjoyed working with CumminsRoss as our newly appointed creative agency on the brand and they have formed a powerful partnership with our other agency partners in OMD and The Marketing Zoo. It’s been an exciting journey and a great vindication of the agency model we have developed.”
Credits:
- Agency: CumminsRoss
- Writer: Sean Cummins
- Art Director: Jason Ross
- Agency Producer: Susannah George
- Account Service: Amanda Kramer
- Production Company: Revolver Film
- Director: Bruce Hunt
- Production Company Producer: Pip Smart
- Offline: Drew Thompson – Guillotine
- Online: Justin Bromley – Fin Design
- Colourist: Trish Cahill
- Sound: Dylan Stephens – Risk Sound
- Sampling: The Marketing Zoo
- Point of Sale: The Marketing Zoo
- Stunt: The Marketing Zoo
- Digital and Facebook- The Marketing Zoo
- Media: OMD
Playing rugby with a brick? Love it.
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Shouldn’t this be aired during the Rugby World Cup coverage too? After all it’s union they’re playing in the ad, not league. The leaguies won’t understand the line-out or contested scrum references…
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Love the brick idea too! Reminds me of the type of leather balls I played with back in the days….
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Media planning & buying was probably done by somebody in Melbourne. All that rugby stuff is the same isn’t it?
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What’s the message here?
If I play rugby I should revert to using a brick as a ball? or perhaps that I should drink milk as a refreshment after sporting events instead of water or some kind of sports drink. Who are they kidding??? (aside form themselves of course).
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Why doesn’t the ‘stunt’ talk to the same idea as the TVC or vice versa. This doesn’t look like a very well integrated campaign to me?
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104 fans and counting!
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I was excited to hear about the launch of Cummins Ross, but it appears they are all talk and no action. This is okay, but nothing new and clearly a tv centric business. It’s also why this product will fail. A real pity guys.
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This is rather inauspiciously timed, since the NRL’s chief medical officer has just come out against the use of caffeine tablets or energy drinks before and during games. Whoops!
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