You would have to try very hard not to bump into some kind of All Blacks-related product these days, particularly with the Rugby World Cup 2015 drawing closer by the day. One of these brands is Treasures, which has relaunched its ad promoting its All Blacks themed nappies, which screened during the last Rugby World Cup.
The ad, by Colenso BBDO for Asaleo Care and produced by Film Construction, features dark corridors, similar to what we have seen in other All Blacks ads, as the team gets ready to run down them onto the pitch. In this instance, towering shadows appear on the corridor wall and we naturally expect to see a bunch of burly men in black jerseys jogging down there at any second.
But Instead, we are faced with an adorable toddler brigade, as they come running/stumbling/crawling down the corridor with rugby balls, headbands and of course, their All Blacks nappies.
The campaign also uses existing rugby backsheets and packaging. It’s easy to see why it's repeated the process, with the success of its previous Rugby World Cup campaign four years ago. Since 2011, Treasures’ market share has grown six share points from 24 percent to 30 percent, a Treasures release says.
The nappies hit shelves early last month and will continue to be stocked in correspondence with the RWC 2015.
“Made with care in New Zealand since 1976, Treasures is proud of its long heritage and what better way to express this than to support our favourite rugby team, the All Blacks,” says Treasures marketing manager Heather Greaves.
Treasures is also running a Facebook promotion where consumers who view the ad have the opportunity to answer a simple question to go into the draw to win nappies.
Product: Treasures - Project Black
Production Company: Andy Morton - Film Construction