Saturday, August 22, 2009

Little Salty

http://www.marketingmag.ca/english/creative/featuredcampaign/article.jsp?content=20090819_141352_5392

A soup company in canada has just launched a low sodium line of soups. The 30 sec tv spots feature a little character, a claymation salt shaker called Little Salty. It shows this little fellow outside the house window peering in. It is raining and he is all alone and forgotten. The family is busy eating soup. He bows his head and cries salt. Now this just makes me want to go and find Little Salty and rescue this poor little guy. He is so adorable. And my heart goes out to him. Heck I will give him a reason for being; I will use salt if it restores Little Salty back to cheerfulness. Now maybe my emotional connection to Little Salty is one I totally relate to, because it is how I feel about being on the outside looking in on the ad game. But it also reminds me of when I taught about the development and use of pneumonic devices. And I just passed along the sage wisdom I learned; pneumonic devices should represent the UNIQUE SELLING PROPOSITION of the product, not make me want to seek out and soothe the antithesis of it...which is what Little Salty presumably represents. Tony the Tiger delivered the famous tagline: They're grrrrrreeaaaattt!!! for Sugar Frosted Flakes cereal.
Snap, Crackle and Pop ... for Rice Krispies still represent the sound of the cereal when you pour milk on it....
the Michelin tire man is fat and looks like a multi-layered marshmallow...which visually represents the ride on the tire....
I think the DDB team needs a refresher course in what to emotionally connect the consumer to because as it stands, to heck with the soup, I want to find Little Salty and give him a place on my table....