AZ-Jenn
Wed, Apr-21-04, 16:38
From MEDIA DAILY NEWS 4/21/04
Diageo North America has developed a print campaign to educate consumers about the zero carb content of Diageo's Smirnoff vodka, Crown Royal, Johnnie Walker and Tanqueray brands. Created by Grey, the campaign highlights that these brands have zero carbs by playing off the word "Nothing." The ads will be appearing in the May and June issues of Advocate, Business Week, Cosmopolitan, ESPN, Esquire, FHM, GQ, Jane, Men's Journal, Nylon, Out, Playboy, Rolling Stone, Sports Illustrated, Time Out New York, US Weekly, Vibe and Wired.
The first execution, called "Mmmm. Nothing," features an empty cocktail glass adorned with a "zero carb" branded stirrer. The empty cocktail glass implies that what zero carb spirits lack in carbs they make up for in taste. "Whole Lot of Nothing," the second execution, speaks to consumers everywhere by featuring a number of universal phrases for "zero" to illustrate the fact that these spirits have zero carbs. The third execution, called "Literally Nothing," addresses the saturation of low carb and zero carb products in the market today.
Diageo North America has developed a print campaign to educate consumers about the zero carb content of Diageo's Smirnoff vodka, Crown Royal, Johnnie Walker and Tanqueray brands. Created by Grey, the campaign highlights that these brands have zero carbs by playing off the word "Nothing." The ads will be appearing in the May and June issues of Advocate, Business Week, Cosmopolitan, ESPN, Esquire, FHM, GQ, Jane, Men's Journal, Nylon, Out, Playboy, Rolling Stone, Sports Illustrated, Time Out New York, US Weekly, Vibe and Wired.
The first execution, called "Mmmm. Nothing," features an empty cocktail glass adorned with a "zero carb" branded stirrer. The empty cocktail glass implies that what zero carb spirits lack in carbs they make up for in taste. "Whole Lot of Nothing," the second execution, speaks to consumers everywhere by featuring a number of universal phrases for "zero" to illustrate the fact that these spirits have zero carbs. The third execution, called "Literally Nothing," addresses the saturation of low carb and zero carb products in the market today.