Mysterious Black Swan appears in new national TV campaign via Publicis Mojo, Melbourne
The actions of a mysterious black swan are central to a national television advertising campaign starting this week for the Black Swan range of savoury dips from Publicis Mojo Melbourne.
The new campaign is the first concerted advertising investment in Black Swan for at least a decade. The brand originated in South Melbourne and has grown to be the market leader in the category.
Says Chris O’Sullivan, CEO and managing director of Monde Nissin, which bought Black Swan in 2014: “Black Swan is a uniquely Australian brand that has grown organically over time, based on its product quality. Publicis Mojo have developed a compelling platform to accelerate Black Swan’s sales and we are backing it with this new campaign.”
Publicis Mojo’s new work carries the line “Bringing people together since forever” which will be amplified via two 30-second and two 15-second TV commercials, as well as shopper marketing and digital support.
The TVCs depict a house party and supermarket locations where a mysterious black swan appears on camera to reinforce the choice of Black Swan in environments where people have multiple choices of snack products.
Says Grant Rutherford, chief creative officer of Publicis Mojo: ‘It’s rare you get an idea that has such beady eyes staring you right in the face. It’s infinitely campaignable and distinctly ownable for the Black Swan brand.”
Says Georgina Pownall, general manager of Publicis Mojo Melbourne: “There is huge potential for Black Swan sales in Australia. It is a great quality product and well-priced in the category. So we believe we can capitalise on the awareness and popularity of the brand that is already in the market.”
The campaign is running nationally.
16 Comments
Wonderful, wonderful. Great insight: people are terrified of birds, the bird is in the name. So eat the fucking dip!
I prefer clems death lama
errrrrrmmm….
https://www.youtube.com/watch?v=olLp8Cssh_M
“It’s infinitely campaignable and distinctly ownable for the Black Swan brand.”
Ermmm….
https://www.youtube.com/watch?v=olLp8Cssh_M
Did he mean Panda brand?
Jesus Christ guys. Don’t just blatantly rip something else off and then sell it to us like it’s original. Sometimes that’s just a mistake but it’s so obviously a straight rip off of another dip based snack with an animal name…
People should be sued for this. Or at least fired.
I prefer clems grim llama spots
Outstanding work.
Welcome back to the creative fold, Mojo Melbourne.
Never say no to panda.
https://www.youtube.com/watch?v=X21mJh6j9i4
Good to see one of the GREATS that starred in the Award call for entries was CCO on this outstanding peice of work.
At least the Panda spot had an idea in it.
The Panda ad is bloody funny.
How much longer can they keep producing filth like this?
No one says no to panda
Yes it’s exactly the same as Panda but it’s not as menacing or as funny and that’s how it’s different.
The client involved kicked the tyres of six agencies to arrive at this unoriginal spot – what a joke they are.
I know this was was written before the new CD moved in, I hope the new guy can improve the standard of work/creativity/ethics.
How embarrassing
Worst rip-off ever.
F@ck me, have we just given up caring these days?