We highlight a couple of new campaigns for established brands. First, Unilever’s latest campaign for Slim-Fast, which is an attempt to appeal to what they think is the unconscious reason women want to lose weight – sex appeal. It features lines like “I want to show off my new ass” and “I want my jeans to come off easier.” Too heavy-handed or just right?
Also there is Kraft’s re-introduction of the classic Kool-Aid Man icon. They’re trying to develop him into a more well-rounded character, as opposed to a guy who just screams and crashes through walls. Although the guy who used to just crash through walls was killer.