Aug
11
B-Movie Branding
Filed Under Competitions, Drinks
Frijj, the milkshake brand from Dairy Crest, have produced this beautifully bizarre microsite to promote their new film festival. Satirising the 1950s American B-Movie genre, and the 1958 film The Blob in particular, the site is well-designed, humorous and a great piece of brand association. Frijj is a conventional, but nostalgic, product packaged and marketed in an unconventional way. By making the connection between kitsch humour, mass entertainment and interaction, they have truly understood their target market.
The site is engaging and rewarding, both aesthetically and literally. By encouraging users to participate in a movie-making competition based around the drink, Frijj have created a genuine brand experience - something that is rare for an FMCG - that both involves the target audience and retains some inherent value. Furthermore, by launching a film festival, based around series of free screenings of classic movies in selected cinemas across the UK, to run in tandem with the competition, Frijj are providing a tangible reward for engaging with their product. In creating this association with value they have given themselves the best chance to enhance their brand affinity with the consumer.
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