Morning Update: Mars rolls out Twix bites; Hunger-striking Al-Jazeera journalist near death; Oreo’s ‘Transformers’ deal
This is our Morning Update, rounding up international media and marketing news from while you were sleeping.
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AdWeek: Ad of the Day: Mars Rolls Out Twix Bites, a Candy Three Decades in the Making
“If you’ve been to the candy aisle of a grocery store at any point in the past couple of years, you’re probably aware that pretty much every name-brand candy bar—Snickers, Milky Way, Kit-Kat—now comes in a little chocolate-dipped, bite-sized (not fun-sized, mind you) form of condensed candy bar goodness.
One candy, however, didn’t get that same treatment: the lowly Twix.
Luckily, Mars is finally remedying that with the long-awaited debut of Twix Bites. And judging by the product’s new ad campaign from BBDO New York, Mars knows they missed the boat.”
The Guardian: Hunger-striking Al-Jazeera journalist is near to death
“Jailed Al-Jazeera journalist Abdullah el-Shamy, who has been on hunger strike in Egypt for more than 100 days, is near to death according to his doctor.
“He has started to have impaired liver and kidney function,” said the doctor, Mohamed Osama el-Homsi. “It means that his organs are in danger.”
He has lost a third of his body weight. El-Homsi said El-Shamy’s condition was life-threatening and he could “die within a few days”.”
“Ad agency Geometry Global, which is part of Ogilvy & Mather Group, is claiming that ads only visible in the rain on the streets of Hong Kong led to a big jump in online bookings for Cebu Pacific, a low-cost airline from the Philippines.
Using water resistant spray, the agency placed messages on roads and pedestrian areas that spelled out the words “It’s sunny in the Philippines” on the ground when it was raining.”
AdAge: Oreo Goes to the Movies With ‘Transformers’ Deal
“Oreo, which has gained acclaim for its innovative digital marketing, is pivoting to the big screen in its newest campaign.
The Mondelez International-owned brand has inked its first-ever global movie marketing deal with Paramount Pictures that pairs the cookie brand with the latest “Transformers” flick. The campaign covers more than 35 countries and includes a TV ad directed by Michael Bay, whose latest Transformers movie, called “Age of Extinction,” will hit U.S. theaters on June 27.”
AdWeek: Agency Stages Live Car Crash on the Radio as a Warning to Distracted Drivers
“It’s awards season, and the case studies keep rolling in. This one, from Jung von Matt in Germany, for a campaign to get drivers to stop talking on their mobile phones, should do well among radio judges who enjoy simulated violence for the greater good.
The agency set up a stunt during a live radio show (not during a commercial break) in which a person called in to request a song—and admitted he was driving on the highway. Of course, from there, it doesn’t end well.”
Creativity Online: Birds Eye Pop Up Restaurant Will Let Diners Pay Using Instagram
“In New York, certain restaurants now ban people from photographing their food for social media. But brands are tapping into the trend in a positive way. U.K. frozen food company Birds Eye is setting up a pop-up restaurant where diners will be able to pay for their food by taking an Instagram picture of it. The Picture House will open in London’s Soho tomorrow before moving on to Manchester and Leeds. The food on offer will include two of Birds Eye’s new ranges, Fish Chargrills and Chicken Inspirations. To pay, diners will only have to post a photo of their meal to Instagram using the hashtag #BirdsEyeInspirations. They can also get tutorials from food photographer and Instagrammer Marie Marte on how to take the ultimate food photo. The stunt is part of a wider campaign by Birds Eye to persuade British people to change their perceptions of frozen food.”
Miranda Ward worked for Mumbrella from 2013 to 2017, eventually becoming deputy editor. Miranda joined Mumbrella in September 2013 from Sky News.
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