Kambrook’s saucy campaign via Onepartners deemed “too suggestive” for Facebook
Following the award-winning launch of the Kambrook ‘Blitz2Go’ personal blender, which tripled the brand’s share of the category and earned the campaign a gold POPAI award, Onepartners was challenged to eclipse this success in a now crowded space.
Says Richard Babekuhl, business manager, Kambrook: “I thought it was a pretty straight forward brief really. Take a shoestring budget, develop a concept that communicated the range extension from three models to five across three key price points ($29, $49 and $99), tag retailers, and finish with a call to action directing viewers to Facebook to discover a saucy new recipe eBook which takes ‘food porn’ to a new level; think carrots spooning on the cover.”
Onepartners responded with a core idea centring around five ‘blitzer’ personalities using each model in a relatable usage occasion. No techo babble, no overacting, and no laughable health claims; just beautifully shot close ups of each blender in action, with a clear line-up snapshot at the end. The new 30 second and 15 second TVCs open with the voice over “At Kambrook, we’re for the ‘blitzers’ – the protein shakers, the milkshake makers, cocktail queens, saucy chefs and green machines… For those who want it fast, fresh and without fuss”.
The final frame includes retailer tagging and directs viewers to search Kambrook on Facebook to find out more. Once on the Kambrook Facebook page, the shopper will find a promotional mechanic incentivising them to interact with a blender ‘personality identifier’. The APP determines which type of ‘blitzer’ you are in three simple questions, and therefore which Kambrook personal blender best suits your lifestyle. The content plan also includes free downloadable recipe eBooks and quirky short video tutorials on how to use your blender to blitz some of life’s most important challenges, including seduction, impressing friends and parenting. However, much to Kambrook’s amusement the “How to Blitz Seduction” video was deemed “too suggestive” to promote on Facebook.
Says Sarah Marshall, senior account manager, Onepartners: “It’s been such a refreshing opportunity to work with a trusted iconic Australian brand that takes its product quality and performance so seriously, but still pushes creative boundaries to achieve cut through. We consider the Facebook rejection a badge of honour really, and encourage the advertising community to try watching it on Kambrook’s Facebook page without grinning.”
Agency: Onepartners
Media buying: MAXUS
TV Production: Louder Than Words
2 Comments
Peeling the banana was pure porn, as was filling the dildo with jiz. What’s wrong with people?
I think you meant to say ‘too shit for Facebook’.