1/16/2024 0 Comments Cap n crunch shrimp![]() ![]() Stressing that it's all part of a balanced diet, of course. But it strikes me, that while cereal manufacturers in the UK can't actively market to kids, they might want to monitor the social buzz around their brands and consider the nocturnal man-child market. And in this case the Cap’n Crunch brand became hilarious social currency.Īs for me, and satisfying the munchies with copious amounts of cereal at midnight – I’ll simply quote the immortal the words of Basil Fawlty and say that’s 'an avenue of pleasure that has been closed off to me'. This resounding success is what modern marketing is all about: in a consumer to brand world, it pays to start with the end customer and make content that becomes part of their conversation. Although Spaulding did admit that there was a list of some 50 words The Earliest Show hosts were banned from uttering - can't think what they were! It’s a real masterstroke in repositioning by a brave brand. A full 60 minutes of out-takes proved incredibly popular – that’s dwell-time for you. The six, 10-minutes shows achieved over 40 million views on YouTube, with segments, spoofs and gags edited for social channels, planned through iCrossing. And for some extra comic pathos, a running theme is Schwarz’s very public love break-up on air. The time-shifted show played at night and is full of mad features, spoof TV ads, and banter with the producer - the sort of content that if you were 25, on a good night hanging about with your mates, you'd be chewing the carpet with laughter. ![]() What resulted from media and creative planning sessions with iCrossing and Funny or Die was a comic parody of The Today Show, called The Earliest Show, anchored by two genuine celebrity fans of Cap’n Crunch, Ben Schwartz (House of Lies) and Lauren Lapkus (Orange Is the New Black). In fact 60% of Cap’n Crunch consumers were identified as young adults - the so-called 'man-child' segment. The cereal brand owned by General Mills responded via Twitter to Karp, saying that the shrimp-tail-like objects weren’t seafood, but an accumulation of the cinnamon sugar that sometimes can. Instead of the usual 30 second spot aimed at their assumed core audience, insights revealed that all the social conversation was driven by millennial males, having a laugh about the brand, even making models of Cap’n Crunch, and celebrating the brand as part of their own social currency. The stand-out presentation at iCrossing's Client Summit in Scottsdale Arizona last week came from Jessica Spaulding of Cap’n Crunch with comedy publisher, Funny or Die. ![]()
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