Last week, CP+B unveiled their newest brand reimagining plot, this one for the US carrot industry (actually Boathouse Farms).
As AdFreak points out, CP+B have plenty of experience marketing actual junk food — from Coke, to Dominos Pizza, to Kraft Dinner — and of course to all that bizarre Burger King stuff they're famous for.
But does any kid really buy the idea of eating baby carrots like junk food? My little guy like carrots anyway, but if I tried to bait and switch the occasional treat expectation of chips for veggies in "extreme" packaging, I'd have a problem on my hands. They're not fooling anyone.
I was initially disappointed by what seemed to be a very dumb packaging idea coming from such a famous creative shop. But then, of course, I gradually appreciated the irony encoded in the campaign. After all, my son isn't the one shopping for snacks to put in his lunch — I am. And the carefully-done parody of junk food marketing is appealing enough to get me to think about buying carrots specifically as snacks just a little more often.
And then I saw the TV/online video campaign, which is much more blunt in its irony and (in one case) much more adult in its appeal: