@@Easter, a mini-heatwave and the arrival of a Royal Baby made for an action-packed April.@@ We celebrate the brand campaigns that really blossomed in our new monthly round up.
April Fools’ Day coincided with Easter Sunday last month, giving rise to some seasonal foolery. Fanta posted a video on social media introducing its new Easter flavour, “Hot Cross Bun”. The flavour was announced in a short video clip and immediately created a stir with 4.9k comments on the video and counting. Thankfully (or possibly devastatingly for some) Fanta soon revealed it to be an April Fools’ joke.
But no sooner was the prank out of the can, @@Fanta cleverly announced its election campaign for four new flavours@@ – Pink Grapefruit, Blood Orange, Peach Apricot and Wildberries. Four vloggers are fronting each flavour and creating their own prank-style promo videos which fans are being asked to vote on via Facebook – Pink Grapefruit alone has stacked up 33K votes so far on the Fanta Facebook page alone. Well done Fanta for turning a tantalising and topical subject into a popular campaign.
On 9 April, over 500 people took part in the largest Boxercise lesson in the world, at London’s York Hall. Employees of Lucozade Ribena Suntory and members of the general public took part in the 30-minute, challenging class led by Andy Wake, the founder and director of Boxercise, with Anthony Joshua joining him in the ring to help lead the class.
@@Lucozade Sport Fit Water successfully gained the Guinness World Record title for the largest Boxercise™ lesson@@ – helping Lucozade Sport on its way to achieving the goal of getting 1 million people moving by 2020.
The Guinness World Record picked up some great engagement on social media – with the Facebook highlights video gaining over 2 million views alone.
@@In the UK, 84 men commit suicide every week, but it remains a taboo subject.@@ ITV This Morning and the male suicide prevention charity CALM joined forces to put on a striking campaign to provoke discussion and debate. An installation of 84 life-sized statues stood on the roof of ITV’s South Bank buildings, each representing a real man who had taken his own life.
Designed and made by US Street Artist, Mark Jenkins with the help of family and friends of the lost loved ones, many of the stories behind the statues were shared on Project 84’s website here. ITV This Morning discussed the topic on its daily show for three days during the week of launch. The campaign was also covered in print and on social media. Hats off to grooming brand Harry’s for partly sponsoring the campaign and raising awareness of such a traumatic but important subject.
Congratulations to the Duke and Duchess of Cambridge on the birth of their son, Prince Louis Arthur Charles of Cambridge – born on the 23rd April. @@Many brands used the birth of the new Prince as an opportunity to think of some fun campaigns, but it wasn’t just baby-related ones.@@
Following the birth of the Royal baby, retailer John Lewis posted on Twitter a short video clip of one of their prams with the words “Your carriage awaits”. A few days later, when the name of the new tot was announced they tweeted their logo with the words “John Louis”. Well done to the John Lewis social media team for being so quick thinking!
Supermarket Aldi, created a series of tweets with the slogan “Fit for a Prince” to promote its baby range. Each graphic had a “suited and booted” gloved hand holding a metal platter with the product on top fitting in with the royal theme.