Smith’s launches new brand platform to remind Aussies that ‘Joy is a Simple Recipe’
PepsiCo’s Smith’s chips has launched a new brand platform reminding Aussies that ‘Joy is a Simple Recipe’.
The campaign hopes to encourage people to celebrate “the ingredients in life that create smiles”, with a reminder that its chips are often there along for the ride.
The launch marks the beginning of an ambitious brand overhaul, with Smith’s aiming to embrace its 90-year history and nostalgic legacy.
Across a series of spots, the brand will share three-word ‘recipes’ for joy – demonstrating it can be simple, just like its products. The first iteration – ‘Dog. Car. Window’ – was created by Goodby Silverstein & Partners, and directed by Nick Ball.
More spots will be unveiled, including ‘Socks. Tiles. Slides’, ‘Backyard. Barbie. Bants’, and ‘Hill. Sand. Board’.
“Smith’s is not just a snack for Aussies; it’s a reminder that joy doesn’t require extravagance and is often just a simple recipe,” said Vandita Pandey, PepsiCo’s chief marketing officer ANZ, snacks and beverages.
“Having been a part of many of those simple recipes and moments of joy for generations – Smith’s is excited to continue inspiring people to find their simple joys for decades to come.”
Smith’s will work with Special Australia to tap into country-specific audience insights, creating more three-word recipes to connect the brand to its Aussie consumers. The hyper-local campaigns hope to celebrate uniquely Australian joy.
As part of the wider brand overhaul, Smith’s will launch consumer activations and moments later this year, and new chip flavours.
The first iteration of the brand platform is live across digital, BVOD, social and OOH.
Credits:
PepsiCo
Chief marketing officer ANZ, snacks & beverages: Vandita Pandey
Brand transformation lead, Smith’s: Hind Simhairi
Senior brand manager, Smith’s: Bridget McBride
Cost consultant company
Advertising Production Resources (APR)
Agency
Goodby Silverstein & Partners
Production company
MJZ
End animation company
BUCK
Editorial company
Union Editorial
Audio and sound design company
Lime Studios
Music supervision
Songs for Film & T.V.
Licensed music – Dog. Car. Window.
Song: Ride Like The Wind
VFX company
Untold Studios
Color grading company
Company 3, London
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Lauren McNamara is a journalist at Mumbrella, covering the creative and PR beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
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