News in the Ads #28

Today’s post is Jubilee-inspired as I attempt to trawl through all the recent marketing mishaps and mentions to find news worthy of the Queen. The following 4 stories are in honour of HRM.

1) Gardeners’ World magazine prepares scratch-and-sniff edition
Immediate Media publishes a special scratch-and-sniff edition of its monthly title Gardeners World on 25th May.

Scratch and Sniff Lavender-scented cover for Gardeners' World

-> While the thought of commuters sniffing their papers on a Monday morning tube-ride gives me the shivers, I do like the idea of a faint whiff of lavender permeating the pages of your monthly glossy mag and this is what Gardeners World are trying to do. The magazine, which celebrated its 20th anniversary last year, carried out a lavender-scented scratch-and-sniff cover for a garden aroma-themed issue as part of its springtime push for extra sales. Immediate Media claims this is the first time a gardening title or a BBC brand has used a scented cover in this way – the first but no doubt not the last. The team behind the concept claim that lavender smelt more authentic and pleasant than other fragrances. I vote chocolate next.

2) Old El Paso readies Jubilee-themed campaign
Old El Paso, General Mills’ Mexican food brand, is to launch a targeted outdoor and digital campaign as part of activity to celebrate the Jubilee weekend.

Old El Paso goes Jubilicious

-> Much as I find it difficult to imagine the Queen munching on tacos and salsa, the Mexican brand is going “jubilicious”. The outdoor activity marks a new communications approach that focuses on the “sociability and conviviality” of the brand, therefore putting it quite literally into the centre of London’s street party, boat-bonanza weekend madness. Although fajitas vs. Victoria sponge and Pimms seems a bit of a lost cause.

3) Cadbury Wispa launches £3.5m ad campaign
Cadbury Wispa has launched a £3.5m ad campaign to promote its bitesize addition, targeting teenagers who may not have heard of the brand before its 2008 relaunch.

-> I can quite imagine the Queen being one of those disgruntled customers to have watched bemused as Wispas vanished from Supermarket shelves. Thus, following an upsurge in nostalgic feeling, she might be pleased to see the brand back on our screens. Fallon have created a ‘Five Friends, One Mountain and a Very Big Inflatable’ campaign that runs across social media, outdoor and cinema. Annoyingly it makes the ‘children’ look unworldly and, in an ironic way, rather old-fashioned. Time well mis-spent seems sadly rather 20th century.

4) Big Jubilee Lunch project in TV push
McCann London has created a TV spot designed to raise awareness of The Big Jubilee Lunch, the Eden Project’s bid to get people together with their neighbours for the Queen’s Diamond Jubilee on Sunday 3 June.

-> I know that come tomorrow, I am going to get street party envy and go green-eyed over bunting and union jack cupcakes. Seeing ads like this will not help, although might make me feel a little more involved by watching. The Big Jubilee Lunch is a National Lottery-funded project created by the Cornwall-based social enterprise and supported by MasterCard, EDF Energy, Kingsmill and Asda. It encourages communities to hold group lunches with friends, family and neighbours on the day – I have somehow ended up with only the family box ticked.


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