New campaign to launch Quaker Acappella
By Adnews Staff
Pepsi-QTG Canada of Mississauga has prepared a television advertising campaign for a new breakfast cereal called Quaker Acappella. The campaign, which will run nationally in English and French this spring, was created by Downtown Partners of Toronto. The creative parodies the style of a crime scene investigation TV show and uses the tagline, "Get to the bottom of it." Each ad in the series depicts detectives examining various ingredients in an effort to identify the cereal. "Forensic detective shows are tremendously popular," said Dan Pawych, creative director at Downtown Partners. "Their distinctive shooting techniques and use of arresting special effects is what makes these programs so compelling and memorable. We created a parody of these types of shows by using a similar shooting technique. It creates intrigue around the product, and allows consumers to examine the ingredients in a way that has never been done before. It maintains strong branding in an alluring way that will resonate with consumers."