ICING ON THE CAKE

            Creative that excites, delights and connects with client target groups.  That’s our mantra at the agency.  So it’s icing on the cake that we also excited, delighted and connected with the judges at this year’s ICE Awards, Atlantic Canada’s celebration of great marketing creative.
            Thank you for honouring C+C with 11 awards, the most of any Nova Scotia agency. Thank you to clients who demand exceptional work.  Thank you to the C+C agency teams who make it happen. 
            “The recognition at the ICE Awards is a testament to our commitment and belief in this region,” says Anthony Taaffe, Creative Director.  “Not only do we love the fact that we’re from the East Coast, but we also have the talent and ideas to show that great work can come from here. ”
            Check out what he means below.

The Power of Word of Mouth Advertising

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              Sriracha is, hands-down, the most popular hot sauce on the market.   Lovingly referred to as Rooster Sauce, it doesn’t invest in marketing or advertising in the USA.  No Facebook, no Twitter and the website is rudimentary.  All the same, I challenge you to walk into a South East Asian restaurant that doesn’t have a bottle on the table.   Sriracha just seemed to be growing and growing.  There are Lay’s Sriracha flavoured chips , Sriracha wings,  Sriracha inspired cookbooks, NASA even sent Sriracha sauce into space to spice up astronaut meals.
            Just in case you perceive the hot sauce market as a “cottage industry”, Bloomberg Businessweek notes that hot sauce revenues surpassed the $1billion mark.
            So what accounts for Sriracha’s success?  Simple.  It’s the best tasting hot sauce on the market, according to Cook’s Illustrated.  Word of mouth took over from there.
            Unfortunately, there are storm clouds on the horizon.
            Sriracha is made in Irwindale, California by Huy Fong Foods.  Last week, the city filed a lawsuit with the State Supreme Court, asking a judge to stop production because of the odour and complaints of “burning eyes” by Irwindalers.
            What does this mean for our beloved Rooster Sauce?  According to David Tran, CEO and founder of Huy Fong Foods, prices will increase and the sauce will be less available.  According to this blogger, pandemonium will ensue.  Rumors of Sriracha black market have already started to swirl the Internet.  Get your sauce, and get it now!

**UPDATE**
             
Good News!  Judge has spared the Sriracha plant.  The case is going to be reviewed in November.

Lou Reed’s Gift to Advertising

On October 27, the world lost the very talented musician, Lou Reed.  We also lost a fan of advertising and icon in the industry.
            What some of you younger readers may not remember is Mr. Reed’s famous Walk on the Wild Side being used in a commercial for Honda Scooters.



            It seems Mr. Reed was also a fan of the advertising industry.  At Cannes 2013, he said to a roomful of advertising executives “In a word of downloading, the only people who will pay you for what you do is you guys.  Ad people play fair with you.  A is A, B is B, C is C.”
            Afterward, true to Lou Reed form, he had some fairly strong words toward how artists are treated when it comes to digital downloads.
            “I understand that younger people were brought up downloading.  Steve Jobs tried to make it into some kind of business, which benefits Apple.  But as an artist, you get about a sixteenth of a penny.”
            Farewell to Lou Reed, always outspoken, whether good or bad.

C+C Make the News With “Know When to Stop” Campaign

Chester + Company’s playful “Know When to Stop” campaign for Responsible Gambling Awareness Week made the news this morning with a full segment on Global’s The Morning Show.
 
Julia Blakeney and Anna Polatschek from Nova Scotia Provincial Lotteries and Casino Corporation chatted with host Paul Brothers about the campaign and put his responsible gambling knowledge to the test using an iPad app built by the team at C+C.
 
Check out the clip below and let us know if you’ve seen our ads around town!

Celebrity Endorsements in Japan

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            In March, I took the plunge and moved to Japan, the land of the celebrity endorsements. 
             Recently, while innocently standing on the platform of Ikebukuro station, who was staring right back?  Richard Gere, enjoying a refreshing bottle of Orangina.

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This is a fairly normal image, here in Japan.  Why hire an actor, when you can hire an actor?
            When you turn on the television, in Tokyo, it’s no great surprise to see Orlando Bloom drinking a bottle of Kirin Mets Cola.
            The two real stars of Japanese television advertising, though, are Japanese megastar, Kyary Pamyu Pamyu and America’s own, Tommy Lee Jones.
            Kyary, 20, exploded into Japanese stardom in 2011 and she hasn’t had time to look back.  She’s been far too busy shooting commercials for mobile provider AU, candy company Gilico, fashion mega-brand G.U., and KFC.
            Tommy Lee Jones is another story.  Have you seen Lost in Translation?  If you replace Suntory Whiskey with Suntory BOSS Coffee, it is Tommy Lee Jones’ life.  In 2006, Jones became the face of BOSS Coffee.  Seven years later, an updated version of that photo is on every BOSS vending machine, and on billboards around Japan.  He, and, boyband SMAP, are currently emblazoned across the sprawling side of Tokyo’s Shibuya station.

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            Seeing Jones, an Oscar winner, playing an alien, learning about human culture in a series of 38 ads seems ridiculous.  And yet, somehow, it works.  It doesn’t seem ridiculous at all, and you can’t help but be drawn into the story of his journey.

            Advertising is different everywhere in the world.  Where have you seen interesting and effective advertising around the globe?