Gingerbread Joel
360i acted as the lead agency on the campaign, making social posts, influencer videos, in-store displays, and TV spots; a first for the agency.
Problem
Launch and promote Coffee-Mate's seasonal flavors. (The tricky bit, a shopper marketing agency had sold the client the idea of a gingerbread man lead campaign.)
Solution
A campaign centered around Joel Hubbard, a gingerbread spokesperson. Joel took over the brand's social media channels and reacted in real-time (using face-tracking AI tech) to fans on social.
TV Spots
Joel was introduced to the public with two TV spots with end cards that cued to his online presence.
:30 TV Spot - Kevin Flavored
:30 TV Spot - Bottle Babe
Joel Content Gallery
Joel took over all of Coffee-Mate’s social platforms, interacting with fans and creating content for Coffee-mate from his ginger-scented POV.
Here are some of the social posts created for Joel.
Joel’s Social Digital Videos
We introduced Joel and his story with a long-form into video. Then Joel starting creating his own content interacting with influencers, responding to fans’ tweets, etc.
Long-Form Intro Video
Web Content - Movember
Video Responding to Fans - Sweet Tweets
Influencer Video - iCarly
Personal Notes:
I felt like I was doing my best with a lame situation with this campaign. Looking back, I designed a cartoon spokesperson who the brand has been using for years! Is this how the guy who came up with Toucan Sam felt?!?
360i acted as the lead agency on the campaign, making social posts, influencer videos, in-store displays, and TV spots; a first for the agency.
GCD: Michael Nuzzo CD: Tim Hancock/Micheal Condrick AD: Kate de Longpre'/Hans Schenck CW: Don Principe/Evan T. Atherton