Sugar clouds, popularly known in Anglo-Saxon markets as marshmallowsare born to be bitten, toasted, melted, or dipped in chocolate. Their destiny is written the moment they leave the bag, and Jet-Puffed, a brand owned by The Kraft Heinz Company, has reflected this in a new advertising campaign.
Each character has their own design and personality
With the help of the creative agency Gut Miami, the brand has created, for the first time, a series of characters based on the different ways of consuming the product. Each of them has its own personality, although the visual design is inspired by what Jet-Puffed has used in previous years for its advertising. Thus, he has introduced Chip, the bitten cloud; Duncan, the one who dips in chocolate; or Pierce, who is skewered on a stick to roast over the fire. And all of them have had a fatal ending, but delicious for those who enjoy them, in a spot that relies on satire and a certain black humor.
“Love ‘Em to Death” features the characters enjoying themselves while being chewed, burned, or drowned in chocolate; all of this to the rhythm of the song “Love hurts”, by the band Nazareth. “Love hurts, but our marshmallows exist to be joyfully sacrificed for your enjoyment. So go ahead, stab, melt, drown and burn our little fluffy friends. We promise, they love it”they have explained from the brand when sharing the spot.
The campaign brings to mind the award-winning “Dumb Ways to Die”, created by McCann Melbourne for Metro Trains.
Jet-Puffed’s new platform is born from a product truth, that sugar clouds exist to be sacrificed, but it also serves to revitalize the brand. “The irreverence and humor of this platform allows us to rediscover the brand’s iconic voice, connect with new generations and expand beyond food to entertainment.“, commented Jess Vultaggio, Vice President of Creativity and Innovation at Kraft Heinz, according to AdAge.
The launch of this brand campaign aims to work on the differentiation of Jet-Puffed, especially in a context in which supermarket shelves have been filled with competing products and those of distribution brands. The objective of the brand, with a history of more than 70 years, is to break that homogeneity through emotional connection.
“Sometimes simple truths can unleash a world of creativity“; commented Todd Kaplan, Director of Marketing for The Kraft Heinz Company for North America, via LinkedIn. “For the first time, Jet-Puffed has developed a cast of branded characters, each with their own name, personality and preferred way of being painfully devoured, bringing a new level of creativity to this often commoditized category.“.
As part of the campaign, the brand will delve into the particularities of each character through various pieces on social networks. It is also betting on presenting the different sugar clouds in other venues, such as The Sphere in Las Vegas.
