KICK START BETTER HEALTH YOUR WAY
On a functional level, the Cuisinart Kick Start personal juicer and blender would give consumers the choice of creating healthy drinks their way. And on a thematic level, this would also mean that they can embrace better health their own way.
Hence, marrying both propositions (and throwing the product name into the mix, pardon the pun), we arrived at creating the “Kick Start Better Health Your Way” campaign...
By celebrating how different and individualistic everyone is.
FOR THE LAUNCH OF CUISINART’S JUICER/BLENDER IN AUSTRALIA AND NEW ZEALAND, WE WENT BEYOND JUST SHOWING HOW THE PRODUCT WORKED.
WE supported consumers in how they wOULD Want to begin living healthier.
SHOOT IT. film it. EDIT IT. BROADCAST IT.
It may be intuitive to sell a food appliance showing how great making the food will look. But what if we sold it using how great the making the food will sound?
For the launch film, we captured the sounds made when preparing a smoothie or juice to drive the video. Not only were we ASMR inspired, we also created a catchy jingle.
Peel it, pour it, slice it, dice it, juice it, blend it, drink it, BRING IT.
To show that this was a product for everyone, we were more diverse (in the ANZ context) in casting to allow for more representation.
explain it. feature it. highlight it. demonstrate it.
An admittedly less sexy product video was also made in spirit of the main film, but was highlighting product features and saying everything else we did not want to put in the main film.
show it. store it. quiz it. e-comm it.
As a repository, we created a website at https://cuisinart.com.au/kickstart with our digital partners. Apart from the usual specs, this would include links to a quiz, tips, recipes, e-commerce and more.
post it. reel it. socialise it. play it.
Posts/reels/stories were created for Facebook, Instagram, YouTube, and Pinterest.
