Plain and simple – curb teen smoking.
This powerful campaign broke conventional anti-drug norms and was directly responsible for keeping 450,000 teens from smoking in just four years. In fact, 22% of the overall decline in youth smoking can be attributed solely to Truth.
“We could run that spot (Body Bags) today and it would still resonate with the audience and have power. That spot is part of our DNA.” – Eric Asche, Chief Marketing and Strategy Officer, Truth Initiative
The Volkswagen Jetta came with an impressive list of German-engineered safety features. But auto safety ads typically focused on controlled collisions in controlled environments, or talked about avoiding accidents in the first place. A big snore for consumers.
Our campaign demonstrated how the safety features we all take for granted can be just as startling as the danger they confront.
Dealers reported a significant uptick in traffic while sales increased 39% year over year.
Burger King was #5 in the QSR category and desperately needed a facelift in connecting with the 18-34 yr. old demographic.
We dusted off an old, nearly forgotten icon – the “Burger King” himself – and gave him new life as a silent, enigmatic character with a slightly creepy artificial head.
The quirky King quickly became an object of fascination in the media and culture. Breakfast sales jumped 17% and awareness grew to 75% within four weeks of King advertising.