This kind of marketing is so enticing! It’s really amazing how they come up with this kind of idea. I’m pretty impressed with how this production conceptualize and develop from a recent idea.
So here’s the background: (from creative guerrilla marketing)
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The Friendly Mirror
This concept is exactly what has been explored in the latest campaign from Nutrella, a company that specializes in healthy breads, which ran in Brazil in June. The Friendly Mirror campaign involved the planting of several mirrors around an urban setting that were outfitted with cameras and speakers. When people walked past the mirror and examined themselves, a woman’s voice (watching from a nearby location) complimented the individuals, eliciting smiles and laughter. To thank these individuals for their participation Nutrella employees come out of the street with hampers filled with lots of healthy Nutrella products.
The Smile In You
It’s obvious that the Friendly Mirror campaign is targeting women, which fits in with the Nutrella brand image and it’s selection of products. The company produces a large variety of interesting breads, with a strong focus on healthy eating and the concept of eating healthy to feel happy. Their tagline is ‘Awakens A Smile In You’, which has strong and coherent links with the ides in the campaign that should assist in its effectiveness.
The Feel Good Campaign
One thing that this campaign has started is a discussion on just how the concept of inner beauty fits with a healthy bread company. On the shallowest of levels, this campaign seems better suited to a beauty brand, something like the ‘inner beauty’ campaigns that Dove and other similar brands have been working on of late. But, we think that when you really think about it, this campaign makes the most sense for a brand like Nutrella.
The core of Nutrella’s business plan, from what we can pick up on their Portuguese website, is that when you eat good food, you feel good inside and out. The concept of beauty is of course highly linked to how good we feel, both in our bodies and our minds, so is it really a stretch to link healthy eating with beauty? We don’t think so.
In fact, we are pretty impressed at just how flawlessly Nutrella has walked the line between overly cheesy and endearingly complimentary. They’ve really thought the entire campaign through from using a young and fun voice, to working with smart technology, making use of the element of surprise and, of course, rewarding with strong brand images for instant and memorable customer loyalty.
Brand Awareness is Key
Nutrella is a brand that seems to have a little niche market pretty set up, but they’re obviously working on changing a number of stereotypes about their bread products and healthy living. For most people, bread is the ultimate no-go in terms of living healthy, thanks to many carbohydrate misconceptions. The Friendly Mirror campaign works to offset those misconceptions and negative views by totally ignoring them. Instead of trying to refute, Nutrella has simply stepped outside the box and looked at the big picture: Eat Healthy, Feel Healthy, Be Healthy.