We’re Taking Crabbie’s in a Refreshingly Adventurous New Direction
As Crabbie’s moves to explore new and exciting variants and flavours, here at Ponderosa Group we’ve been doing the same with their marketing, sparking an interesting turn of pace for our 200-year-old client.
When we first helped to launch Crabbie’s we created the 50s styled husband and wife duo George & Camilla to represent the brand. However, in a deliberate shift to communicate to a different audience, we’ve put the ‘spiffing’ couple out to pasture in favour of a more on-trend approach.
Working with a team of hand-picked illustrators and artists, the brief was simple – ‘What’s your interpretation of Refreshingly Adventurous?’ All the artists made initial proposals and treatments ranging from illustrations and 3D installations to collages and immersive experiential concepts. Then, after a rigorous review process, we chose four to take their visions forward – Anthony Zinonos, Andy Smith, Hungry Sandwich Club and Matthew The Horse.
The chosen artists and illustrators were given the task of applying their work to a fully integrated campaign for a number of key, out of home sites across the country including London, Manchester, Liverpool, Birmingham and Edinburgh.
The media schedule covered a wide variety of both static and digital formats with appearances at Manchester’s Trafford Tower and Trafford Arch, Liverpool’s Media Wall, Birmingham’s Bull Ring & Edinburgh’s city screen and on bus t-sides and escalator panels across London. What’s more, during the festive period up until January 18th, there was also a takeover of Glasgow’s Buchanan Street underground station for Hogmanay. The campaign flowed through to the digital elements that included a mini website and social media aesthetic overhaul.
To support the already multifaceted campaign, a series of radio commercials were produced featuring the dry wit of Shaun Keaveny from the 6 Music Breakfast Show. The ads aired nationwide and asked listeners to submit their ideas for a Refreshingly Adventurous Christmas with the chance to win their suggestion in 2015.
The Refreshingly Adventurous concept will be carried on throughout the year so be sure to lookout for what Crabbie’s have up their sleeves in the coming months!