{"id":16501,"date":"2023-05-12T16:45:45","date_gmt":"2023-05-12T15:45:45","guid":{"rendered":"https:\/\/www.vccp.com\/?post_type=work&#038;p=16501"},"modified":"2023-05-12T16:55:41","modified_gmt":"2023-05-12T15:55:41","slug":"chillys-flips-the-ordinary-in-first-campaign-with-vccp-london","status":"publish","type":"work","link":"https:\/\/www.vccp.com\/uk\/work\/chillys\/chillys-flips-the-ordinary-in-first-campaign-with-vccp-london","title":{"rendered":"Flip The Ordinary"},"content":{"rendered":"\n<p><\/p>\n\n\n<div class=\"lazyblock-video-ZFPLlW wp-block-lazyblock-video\"><section class=\"fullwidth\">\r\n  <div class=\"container\">\r\n    <div class=\"embed-responsive embed-responsive-16by9 \" data-component=\"video\">\r\n            <iframe data-src=\"https:\/\/www.youtube.com\/embed\/CtDVSnKP67s?rel=0\" class=\"lazyload\" allowfullscreen title=\"\"><\/iframe>    <\/div>\r\n  <\/div>\r\n<\/section><\/div>\n\n<div class=\"lazyblock-two-column-text-quote-image-Z20QJv4 wp-block-lazyblock-two-column-text-quote-image\"><section class=\"fullwidth fullwidth--overflow \" data-aos=\"fade-up\">\r\n  <div class=\"container container--spaced-lg\">\r\n    \r\n    <div class=\"row\">\r\n      \r\n      <div class=\"col-md-6\">\r\n        <p><span style=\"font-weight: 400\">Today the reusables brand, <\/span><b>Chilly\u2019s <\/b><span style=\"font-weight: 400\">is launching <\/span><b>\u2018Flip The Ordinary\u2019,<\/b><span style=\"font-weight: 400\"> a campaign to introduce its new Series 2 Flip bottle to the UK market and attract a new, younger and more active audience to the brand.<\/span><\/p>\n<p><span style=\"font-weight: 400\">The campaign comes after <\/span><b>Chilly\u2019s <\/b><span style=\"font-weight: 400\">appointed <\/span><b>VCCP London <\/b><span style=\"font-weight: 400\">as its lead agency partner across creative, media and production. The reusable product maker will now work with VCCP London and VCCP\u2019s media planning and buying agency, <\/span><b>VCCP Media<\/b><span style=\"font-weight: 400\">, and its global content production studio, <\/span><b>Girl&amp;Bear<\/b><span style=\"font-weight: 400\"> to bring to life the integrated campaign and help grow market share.<\/span><\/p>\n<p><span style=\"font-weight: 400\">Chilly\u2019s new Series 2 Flip has been created to attract a younger, more active audience to the brand that rejects conventional paths. <\/span><span style=\"font-weight: 400\">Described as \u2018urban explorers\u2019; they carefully choose products and brands that marry superior function with style.<\/span><\/p>\n<p><b>Flip the Ordinary <\/b><span style=\"font-weight: 400\">heroes the sophisticated design and colourful aesthetic that make the Series 2 Flip the perfect choice for people who are always on the move.\u00a0 Chilly\u2019s \u2018Flip the Ordinary\u2019 was born from three truths:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">First, a brand that flipped convention by normalising reusable, not single-use plastic, bottles<\/span><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Second, a product with a flip cap designed to let you drink without constraints while on-the-go<\/span><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Third, people\u2019s desire to uncover new unexpected experiences and choose a better, more playful way<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400\">The product was originally called the Series 2 Sport but as part of VCCP\u2019s creative brief they had the licence to change the name and developed the re-named Series 2 Flip to match the goals that Chilly\u2019s wanted to achieve.<\/span><\/p>\n<p><span style=\"font-weight: 400\">The OOH, OLV, social and AV creative uses an optical illusion to dramatise the &#8216;Flip the Ordinary\u2019 strapline. In the creative a girl is sitting on a ledge, effortlessly leaning against a wall of water while taking a sip from her Chilly\u2019s Series 2 Flip. Her hair flows upwards against gravity giving the viewer the impression that all is not as it seems.<\/span><\/p>\n<p><span style=\"font-weight: 400\">This concept will be brought to life in a multi-sensory immersive experience in the heart of London called &#8216;The<\/span><b> House of Flip&#8217;. <\/b><span style=\"font-weight: 400\">Free to enter, the event helps Brits understand Chilly\u2019s mission of accelerating the adoption and everyday use of its reusable products. Visitors will be able to see the idea of \u2018Flip the Ordinary\u2019 brought to life in five interactive and instagrammable rooms that take them on a 45 minute journey to bring to life features of the Series 2 Flip bottle. The rooms take inspiration from the five product colours and core features and include the Chilly\u2019s\u00a0 Beach, down in the Clouds and the infinity Abyss.<\/span><\/p>        \r\n                \r\n  \t\t\t      <\/div>\r\n      \r\n      <div class=\"col-md-6\">\r\n    \t\t<p><b>Sabina Ford, Marketing Director<\/b><span style=\"font-weight: 400\">, <\/span><b>at Chilly\u2019s<\/b> <b>said<\/b><span style=\"font-weight: 400\">:\u201c<\/span><i><span style=\"font-weight: 400\">We are excited to work with VCCP on this project as we feel that the team truly understands what we are trying to achieve and are helping us make it a reality. People need the tools to make sustainability part of their everyday life and we are on a mission to create products that seamlessly fit into active urban lifestyles.\u201d<\/span><\/i><span style=\"font-weight: 400\">\u00a0<\/span><\/p>\n<p><b>Mark Orbine, Executive Creative Director at VCCP London added<\/b><span style=\"font-weight: 400\">:<\/span><i><span style=\"font-weight: 400\">\u201cChilly\u2019s is making a real difference when it comes to making sustainability an easy thing to integrate into your everyday life. We\u2019re thrilled to have been chosen and can\u2019t wait to use our expertise to further their cause. Our approach and challenger attitude lends itself to a brand like Chilly\u2019s, making this a great partnership. \u201d\u00a0<\/span><\/i><\/p>\n<p><b>Tara Marus, CEO at VCCP Media added<\/b><span style=\"font-weight: 400\">:<\/span><i><span style=\"font-weight: 400\">\u201cThis is yet another perfect example of a great integrated campaign, collaborating with a fantastic challenger client and their team as well as the planners and creatives at VCCP from the onset in order to develop a joined up strategy and deliver something far more interesting than standard spot and space. We are really looking forward to seeing the stand out creative and media placements as well as the bespoke urban live event \u201d\u00a0<\/span><\/i><\/p>\n<p><span style=\"font-weight: 400\">Since 2010, <\/span><b>Chilly\u2019s <\/b><span style=\"font-weight: 400\">has been on a mission to accelerate the adoption and everyday use of its reusable products, replacing single-use items. As a quintessential challenger brand, it has created a category in the reusable market space for over a decade and been driving change. Every product has been designed with convenience in mind to make the adoption of a sustainable lifestyle easier.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400\">The campaign will run from today in standout DOOH sites in London and Manchester as well as on OLV, high impact digital with key publishers such as Metro. It will also run across social with a consumer PR campaign run by Wonderland Comms. <\/span><b>The House of Flip<\/b><span style=\"font-weight: 400\"> live event will run in London from 12-14th May and tickets can be purchased <\/span><a href=\"https:\/\/chillyshouseofflip.eventbrite.com\"><span style=\"font-weight: 400\">here<\/span><\/a><span style=\"font-weight: 400\">.<\/span><\/p>  \t\t<\/div>\r\n  \t\t\r\n    <\/div>\r\n    \r\n  <\/div>\r\n<\/section><\/div>\n\n<div class=\"lazyblock-quote-full-width-Z2nakfg wp-block-lazyblock-quote-full-width\">  <section class=\"fullwidth fullwidth--top-lg text-center\" data-aos=\"fade-up\">\n    <div class=\"container\">\n\n      <blockquote class=\"blockquote\">\n        This is yet another perfect example of a great integrated campaign, collaborating with a fantastic challenger client and their team as well as the planners and creatives at VCCP from the onset in order to develop a joined up strategy and deliver something far more interesting than standard spot and space. \n        <cite>Tara Marus, CEO at VCCP Media<\/cite>      <\/blockquote>\n\n    <\/div>\n  <\/section><\/div>","protected":false},"excerpt":{"rendered":"","protected":false},"author":61,"template":"","class_list":["post-16501","work","type-work","status-publish","hentry"],"acf":{"websites_to_publish":[],"client_id":"16407","capability_ids":["988","10112","14075"],"hero_video":"","hero_image":{"ID":16506,"id":16506,"title":"CHI05446 Chillys FTO 16-9 Landscape 1920x1080px FA2","filename":"CHI05446-Chillys-FTO-16-9-Landscape-1920x1080px-FA2.jpg","filesize":2619976,"url":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/05\/CHI05446-Chillys-FTO-16-9-Landscape-1920x1080px-FA2.jpg","link":"https:\/\/www.vccp.com\/uk\/work\/chillys\/chillys-flips-the-ordinary-in-first-campaign-with-vccp-london\/attachment\/chi05446-chillys-fto-16-9-landscape-1920x1080px-fa2","alt":"","author":"61","description":"","caption":"","name":"chi05446-chillys-fto-16-9-landscape-1920x1080px-fa2","status":"inherit","uploaded_to":16501,"date":"2023-05-12 08:26:42","modified":"2023-05-12 08:26:42","menu_order":0,"mime_type":"image\/jpeg","type":"image","subtype":"jpeg","icon":"https:\/\/www.vccp.com\/uk\/wp-includes\/images\/media\/default.png","width":1920,"height":1080,"sizes":{"thumbnail":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/05\/CHI05446-Chillys-FTO-16-9-Landscape-1920x1080px-FA2-150x150.jpg","thumbnail-width":150,"thumbnail-height":150,"medium":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/05\/CHI05446-Chillys-FTO-16-9-Landscape-1920x1080px-FA2-300x169.jpg","medium-width":300,"medium-height":169,"medium_large":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/05\/CHI05446-Chillys-FTO-16-9-Landscape-1920x1080px-FA2-768x432.jpg","medium_large-width":640,"medium_large-height":360,"large":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/05\/CHI05446-Chillys-FTO-16-9-Landscape-1920x1080px-FA2-1024x576.jpg","large-width":640,"large-height":360,"1536x1536":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/05\/CHI05446-Chillys-FTO-16-9-Landscape-1920x1080px-FA2-1536x864.jpg","1536x1536-width":1536,"1536x1536-height":864,"2048x2048":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/05\/CHI05446-Chillys-FTO-16-9-Landscape-1920x1080px-FA2.jpg","2048x2048-width":1920,"2048x2048-height":1080,"Header":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/05\/CHI05446-Chillys-FTO-16-9-Landscape-1920x1080px-FA2-1920x720.jpg","Header-width":1920,"Header-height":720,"Wide":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/05\/CHI05446-Chillys-FTO-16-9-Landscape-1920x1080px-FA2-1920x960.jpg","Wide-width":1920,"Wide-height":960,"Square":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/05\/CHI05446-Chillys-FTO-16-9-Landscape-1920x1080px-FA2-768x768.jpg","Square-width":768,"Square-height":768,"Tall":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/05\/CHI05446-Chillys-FTO-16-9-Landscape-1920x1080px-FA2-307x615.jpg","Tall-width":307,"Tall-height":615,"Mobile":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/05\/CHI05446-Chillys-FTO-16-9-Landscape-1920x1080px-FA2-768x960.jpg","Mobile-width":768,"Mobile-height":960,"Facebook":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/05\/CHI05446-Chillys-FTO-16-9-Landscape-1920x1080px-FA2-1200x630.jpg","Facebook-width":1200,"Facebook-height":630,"Grid-Item-Square":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/05\/CHI05446-Chillys-FTO-16-9-Landscape-1920x1080px-FA2-768x768.jpg","Grid-Item-Square-width":768,"Grid-Item-Square-height":768,"Grid-Item-Wide":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/05\/CHI05446-Chillys-FTO-16-9-Landscape-1920x1080px-FA2-768x384.jpg","Grid-Item-Wide-width":768,"Grid-Item-Wide-height":384,"Grid-Item-Tall":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/05\/CHI05446-Chillys-FTO-16-9-Landscape-1920x1080px-FA2-307x615.jpg","Grid-Item-Tall-width":307,"Grid-Item-Tall-height":615}},"meta-title":"Chilly\u2019s flips the ordinary in first campaign with VCCP London","meta-description":"Today the reusables brand, Chilly\u2019s is launching \u2018Flip The Ordinary\u2019, a campaign to introduce its new Series 2 Flip bottle to the UK market and attract a new, younger and more active audience to the brand.","social-media-image":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/05\/CHI05446-Chillys-FTO-16-9-Landscape-1920x1080px-FA2-1.jpg","related_content_title":"You may also like","relateditems":[{"relateditem":{"ID":16487,"post_author":"57","post_date":"2023-05-08 12:55:37","post_date_gmt":"2023-05-08 11:55:37","post_content":"<!-- wp:lazyblock\/two-column-text-quote-image {\"text-left\":\"\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eReigniting the hotly contested debate that previously divided the nation,\\u003c\/span\\u003e\\u003cb\\u003e Walkers\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e is launching a sequel to its famous\\u003c\/span\\u003e\\u003cb\\u003e #CrispIN OR #CrispOUT\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e campaign, with the help of global agency of record, \\u003c\/span\\u003e\\u003cb\\u003eVCCP\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e.\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eResearch has shown that whilst 68%of Brits enjoy the occasional bag of crisps with their sandwiches\\u003c\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e, only one in seven do so in out-of-home lunch sandwich occasions\\u003c\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e and only one in ten for in-home sandwich occasions\\u003c\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e. This shows there is huge headroom to grow the frequency of crisps at lunchtime, and in order to do so Walkers is bringing back it\u2019s iconic #CrispIN or #CrispOUT campaign as part of its mission to make Walkers crisps inseparable with lunchtime sandwiches.\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe campaign asks the nation if they are #CrispIN or #CrispOUT \u2013 but this year Walkers is upping the ante through the introduction of even more varieties of crisps from the Walkers portfolio such as Monster Munch, Wotsits and Quavers to see if the nation is tempted to try a whole new range of snacks in their sandwiches.\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eAt the heart of the campaign is a comical and provocative TVC, showing reactions to the new crisp additions and giving people more food for thought as they re-evaluate their stance, welcoming the idea that you can change your mind in the debate.\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eTo compliment the TVC and further elevate the debate, Walkers will also be going live with a range of OOH executions that presents different Walkers crisps and sandwich combinations and puts fun provocative lines to consumers asking if the combinations are outrageous or outstanding, \u2018nom nom nom\u2019 or \u2018nah nah nah\u2019?\\u003c\/span\\u003e\\u003c\/p\\u003e\",\"text-right\":\"\\u003cp\\u003e\\u003cb\\u003ePhilippa Pennington, Walkers Senior Brand Marketing Manager at PepsiCo said\\u003c\/b\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e: \u201cWe are introducing new crisps from the Walkers portfolio and reigniting an iconic debate that has gripped the nation. We want to know if , by adding Wotsits Monster Munch and other iconic snacks, the nation thinks we have taken it a step too far - or whether these new combos are too tempting to resist\u201d\\u003c\/span\\u003e\\u003c\/i\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cb\\u003eMark Orbine, Executive Creative Director at VCCP added\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e: \\u003c\/span\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\u201cYou thought you knew whether you were #CrispIN or #CrispOUT, but with the addition of Monster Munch, Quavers \\u0026amp; Wotsits, is it still so simple? This year we are upping the ante, stopping people in their tracks and getting them to rethink their position in the debate. You may say no to Walkers Salt \\u0026amp; Vinegar in your bap but what about Wotsits in your bap? Now is that too far OR is it actually quite tempting?\u201d\u00a0\\u003c\/span\\u003e\\u003c\/i\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe campaign launches today across TVC, social and OOH and is being supported by a consumer PR campaign executed by PR agency, Splendid. 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\/-->\n\n<!-- wp:lazyblock\/quote-full-width {\"quote\":\"This year we are upping the ante, stopping people in their tracks and getting them to rethink their position in the debate.\",\"quotee\":\"Mark Orbine, Executive Creative Director at VCCP\",\"blockId\":\"15sVRn\",\"blockUniqueClass\":\"lazyblock-quote-full-width-15sVRn\"} \/-->","post_title":"#CrispIN or #CrispOUT","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"crispin-or-crispout","to_ping":"","pinged":"","post_modified":"2023-05-10 09:36:30","post_modified_gmt":"2023-05-10 08:36:30","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.vccp.com\/?post_type=news&#038;p=16487","menu_order":0,"post_type":"work","post_mime_type":"","comment_count":"0","filter":"raw"}},{"relateditem":{"ID":16453,"post_author":"61","post_date":"2023-04-24 09:14:51","post_date_gmt":"2023-04-24 08:14:51","post_content":"<!-- wp:lazyblock\/two-column-text-quote-image {\"text-left\":\"\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eToday \\u003c\/span\\u003e\\u003cb\\u003eCadbury Brunch\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e is launching an integrated campaign, \\u003c\/span\\u003e\\u003cb\\u003eBut Actually Tasty\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e. With the help of global agency of record\\u003c\/span\\u003e\\u003cb\\u003e, VCCP \\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eand its global content and production studio\\u003c\/span\\u003e\\u003cb\\u003e, Girl\\u0026amp;Bear, \\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003ethe campaign has been created to communicate to Brits that they don't have to sacrifice taste when buying cereal and nut bars.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eWhen it comes to the snack bar category, most people don\u2019t expect much. They\u2019re used to oat and nut bars looking a bit beige, sounding a bit beige, and - most importantly - tasting a bit beige. However, Cadbury Brunch bars are unabashedly tasty.\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThis subversion of category expectations inspired the new creative platform,\\u003c\/span\\u003e\\u003cb\\u003e But Actually Tasty \\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003ewhich focuses on the fact that Cadbury Brunch takes the good but slightly unexciting hero ingredients, like oats and nuts, and makes them actually tasty through the addition of Cadbury chocolate.\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThree 20\u201d films have been created which all focus on a different hero ingredient for each bar - Oat, Nut \\u0026amp; Raisin. The ingredient fills the screen and it slowly falls through the air. A slightly bemused voiceover by actor Sunil Patel reacts to this falling ingredient and questions who actually likes it. The ingredient then falls into a pool of delicious Cadbury chocolate and transforms into a Cadbury Brunch bar that pops into view. The voice over then responds to this enthusiastically. It ends with writing saying \\u003c\/span\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eCadbury Brunch. Humor Nuts, but actually tasty.\\u003c\/span\\u003e\\u003c\/i\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eSocial and DOOH executions follow a similar format. The creative is dominated by a hero ingredient - an absolutely massive oat, nut or raisin - and copy outlining a well-worn association or belief about the healthy qualities of that ingredient. A Cadbury Brunch bar then replaces the ingredient accompanied by the line \\u003c\/span\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eBut Actually Tasty. Cadbury Brunch.\\u003c\/span\\u003e\\u003c\/i\\u003e\\u003c\/p\\u003e\",\"text-right\":\"\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThis campaign is also being brought to life in audio through radio assets and a podcast sponsorship. Cadbury is working with the \\u003c\/span\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eOff Menu\\u003c\/span\\u003e\\u003c\/i\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e podcast, presented by comedians Ed Gamble and James Acaster, and \\u003c\/span\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eSh*gged, Married, Annoyed\\u003c\/span\\u003e\\u003c\/i\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e, presented by Rosie \\u0026amp; Chris Ramsey. They will dissect the difference between a handful of oats or nuts on their own and a handful of oats or nuts with a layer of Cadbury chocolate.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cb\\u003eMaria Jackson, Brand Manager at Cadbury said\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e:\\u003c\/span\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e \u201cWhen it comes to snack bars, people want something tasty but expect something bland. Cadbury Brunch really delivers on taste, so it\u2019s great that we get to celebrate it through this campaign.\u201d\\u003c\/span\\u003e\\u003c\/i\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cb\\u003eLaura Muse, Creative Director at VCCP added\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e:\\u003c\/span\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e \u201cIf we're really being honest, none of us jump at the chance to scoff a handful of nuts or oats. But most healthy snack brands pretend like we all do. So we thought this stuff needed a reality check and an even healthier dose of Cadbury's down-to-earth humour. Because we all perk up when we hear there's chocolate involved.\u201d\\u003c\/span\\u003e\\u003c\/i\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe campaign will launch from today on BVOD DOOH, OOH, Youtube, social, radio and podcast. It is being supported by a consumer PR and influencer campaign run by Tin Man. Media has been planned and executed by Publicis Media and Elvis is supporting social and CRM. \\u003c\/span\\u003e\\u003c\/p\\u003e\",\"blockId\":\"Z14RU3o\",\"blockUniqueClass\":\"lazyblock-two-column-text-quote-image-Z14RU3o\"} \/-->\n\n<!-- wp:lazyblock\/video {\"video-id\":\"819857138\",\"blockId\":\"2iBnCp\",\"blockUniqueClass\":\"lazyblock-video-2iBnCp\"} \/-->\n\n<!-- wp:lazyblock\/video {\"video-id\":\"819855682\",\"blockId\":\"ijKRA\",\"blockUniqueClass\":\"lazyblock-video-ijKRA\"} \/-->\n\n<!-- wp:lazyblock\/video {\"video-id\":\"819857138\",\"blockId\":\"Z2RtYX\",\"blockUniqueClass\":\"lazyblock-video-Z2RtYX\"} \/-->\n\n<!-- wp:lazyblock\/quote-full-width {\"quote\":\"So we thought this stuff needed a reality check and an even healthier dose of Cadbury's down-to-earth humour. Because we all perk up when we hear there's chocolate involved\",\"quotee\":\"Laura Muse, Creative Director at VCCP\",\"blockId\":\"Z1Ye62n\",\"blockUniqueClass\":\"lazyblock-quote-full-width-Z1Ye62n\"} \/-->","post_title":"But Actually Tasty","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"but-actually-tasty","to_ping":"","pinged":"","post_modified":"2023-04-24 09:14:51","post_modified_gmt":"2023-04-24 08:14:51","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.vccp.com\/?post_type=work&#038;p=16453","menu_order":0,"post_type":"work","post_mime_type":"","comment_count":"0","filter":"raw"}},{"relateditem":{"ID":16480,"post_author":"57","post_date":"2023-05-03 12:16:32","post_date_gmt":"2023-05-03 11:16:32","post_content":"<!-- wp:lazyblock\/two-column-text-quote-image {\"text-left\":\"\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eToday the nation\u2019s favourite chocolate bar Cadbury Twirl, is launching a campaign to un-advertise its highly anticipated limited edition \\u003c\/span\\u003e\\u003cb\\u003eTwirl Mint bar.\\u003c\/b\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe new limited-edition bar is a delicious new take on the iconic Twirl, infused with mint in the velvety layers the chocolate bar is known for, it will attract mint chocolate lovers everywhere and take them on a nostalgic trip back to the 80s, when the flavour was popular.\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eWith the help of global agency of record \\u003c\/span\\u003e\\u003cb\\u003eVCCP\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e, its product \\u0026amp; service innovation company, \\u003c\/span\\u003e\\u003cb\\u003eBernadette\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e and its content creation studio, \\u003c\/span\\u003e\\u003cb\\u003eGirl\\u0026amp;Bear\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e, \\u003c\/span\\u003e\\u003cb\\u003eCadbury\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e is on a mission to make Twirl Mint as big of a success as it's predecessors Twirl Caramel and Twirl Orange and become one of the nation's favourite bars in 2023.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eBuilding on this momentum created by previous campaigns, which saw Twirl Orange sell out before becoming a permanent addition to the Twirl family, the campaign is bold and confident and uses cheeky humour that fits the distinctiveness of the iconic brand.\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eCadbury and VCCP created a \u201cworst-practice\u201d campaign that works on the premise that it is so ineffective that it\u2019s effective. The integrated campaign pokes fun at the exclusivity of the limited edition bars and warns Brits off from trying it. The premise of the campaign is about actively managing demand, so they can ensure the true mint-chocoholics get their hands on the limited edition bars.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe OOH executions make outlandish comparisons between Twirl Mint and mint body wash or things you may only find in your nan\u2019s cupboard.\\u003c\/span\\u003e\\u003c\/p\\u003e\",\"text-right\":\"\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eWhile the social creative informs consumers that they\\u003c\/span\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\u201cprobably won\u2019t like it\u201d \\u003c\/span\\u003e\\u003c\/i\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eand warns them not to swipe up or click on the link provided. The campaign is further supported by influencers, who will discourage their followers from buying the delicious bar.\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cb\\u003eFrederike Grohmann, Brand Manager for Cadbury Twirl, said\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e: \\u003c\/span\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\u201cWe are excited to give consumers the chance to get their hands on the limited Twirl Mint chocolate bar. Although mint and chocolate can divide opinions, we believe mint chocolate fans will love this so much that we want them to know they need to act quickly to get their hands on one.\u201d\\u003c\/span\\u003e\\u003c\/i\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cb\\u003eTom Lee \\u0026amp; Vicky David, Creatives at VCCP\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e: \\u003c\/span\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\u201c\\u003c\/span\\u003e\\u003c\/i\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eTwirl Mint's going to be very popular, but it's limited edition - there's not going to be enough for everyone. So we did a \u2018worst-practice\u2019 advertising campaign to un-vertise Twirl Mint, doing everything in our power to stop it from becoming too popular.\u201d\\u003c\/span\\u003e\\u003c\/i\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe campaign will run from today in OOH, social and on a microsite. It is being supported by a consumer PR and influencer campaign run by Ogilvy. Media has been planned and executed by Publicis Media and Elvis is supporting social and CRM.\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eBernadette has created a Twirl Mint microsite, created to target chocolate lovers and you can visit here: \\u003c\/span\\u003e\\u003ca href=\\u0022https:\/\/twirlmint.cadbury.co.uk\/\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003ehttps:\/\/twirlmint.cadbury.co.uk\/\\u003c\/span\\u003e\\u003c\/a\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e and \\u003c\/span\\u003e\\u003ca href=\\u0022https:\/\/twirlmint.cadbury.ie\/\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003ehttps:\/\/twirlmint.cadbury.ie\/\\u003c\/span\\u003e\\u003c\/a\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e.\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\",\"blockId\":\"1PgDLd\",\"blockUniqueClass\":\"lazyblock-two-column-text-quote-image-1PgDLd\"} \/-->\n\n<!-- wp:lazyblock\/quote-full-width {\"quote\":\"Twirl Mint's going to be very popular, but it's limited edition - there's not going to be enough for everyone. 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