SweeTARTS’ Be Both is back

After the sweet success of last year’s ‘Be Both’ launch, SweeTARTS is doubling down on the campaign to Gen Z with brand new work in market now — and more to come in 2021.

As reported in the latest edition of MediaPost, SweeTARTS, bolstered by a nearly eight-point spike in sales, is back with a new national TV spot making an impassioned plea to all those seeking more than one thing.

New :06 second digital videos also exemplify ‘both-ness,’ as they feature objects made out of the candy itself — a cake, a book, even the logo itself. By making the candy the hero, the videos are designed to stop the scrolling finger with their eye-catching composition. 

Here’s what our ECD John Kovacevich had to say:

“What we love about ‘Be Both’ as a platform for SweeTARTS is that it’s sparked so many different activations that tap both cultural and brand truths. Our new spot brings ‘Be Both’ to life in a way that was inspired by the social sentiment we saw online from fans — people are fanatical about their favorite SweeTARTS. So we leaned into that passion and asked a simple question: Why choose a candy that’s just one thing when you can have both with SweeTARTS?”

And here’s what our all-too-kind client, Ashley Incamato, had to add:

“SweeTARTS’ brand DNA is all about being more than one thing, and we know that Gen Z target is a generation defined by their multi-dimensionality as well. ‘Be Both’ has been a platform that’s allowed us to be leaders in reaching Gen Z by authentically connecting our brand’s values with our consumers’ values. We’re thrilled that ‘Be Both’ has worked so hard in driving both sales and relevance among our target over the past year.”

Upwork goes nationwide

This week marks the launch of Upwork’s first national campaign and the first new work since its IPO. Broadcast TV, digital video and radio show us how all our offices could, in fact, be much larger than we realize.

The spots feature a spokesman (the dude from How to Dad, you guys!) touring through dynamic workplaces to convey the seamless bridge Upwork enables between in-house teams and skilled independent talent. DC’s media buy features national TV and radio along with media partnerships with vaunted business pubs like the Wall Street Journal.

Here’s what our CCO Mike Lemme had to say: “Upwork’s vision has been clear from the start, so it’s been rewarding to have worked with them from the pure awareness ‘Hey World’ campaign to last year’s more instructive “This is Happening” scenarios to this national launch relevant to any business, whether 50 or 5,000 employees.”

Middelfart: Denmark in January = Witch’s Tit

Smart money says go to Denmark in July. But when smart money zigs, we zag. So, in January, Andy, Anne and I pack our bags full of clothes only a Californian could possibly believe were suitable for a Scandinavian winter and board a Lufthansa red-eye for Copenhagen.

When we touch down at Roskilde Airport, it’s -8°C (which the driver assures me is balmy). But huddled outside our hotel, with a biting breeze blowing off the Baltic, it feels like -80°C. It’s a special brand of cold this reporter has never experienced. Bitter cold. Relentless cold. Penguin-killing cold. Cold that smacks you in the face with one hand, while snaking up your pants to flash-freeze your junk with the other. Why exactly are we here again?

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