Starring the rock legend Ian “Lemmy” Kilmister, milk film by Valio, a Finnish dairy pioneer, has won the Campaign of the Year award at the Effie Awards Finland, a competition honoring the most effective marketing communications ideas. The video was shared through social and editorial media reaching more than 33 countries around the world and it was seen by over 87 million viewers, which is an exceptional figure considering that no money was spent on its distribution.
Ian “Lemmy” Kilmister, the legendary frontman of the heavy metal band Motörhead, and Valio shot the milk commercial for international distribution during Motörhead’s visit to Finland in December 2015. Kilmister passed shortly after the shoot.
“When we heard the sad news, we thought long and hard whether to release the film at all. When Motörhead’s other members urged us to share our memories of Lemmy, it became clear that we should share our time with Lemmy with the whole world – but with a different angle than the one originally planned. This was the right decision. In the end, the film never became a commercial, but a unique tribute. However, we are naturally delighted for receiving this award,” says Hanna Savolainen, Business Manager at Valio. “Filming with Lemmy was a once-in-a-lifetime experience. I expected to meet a cosmopolitan, egotistical rock star, but instead he turned out to be a genuine, warm and considerate person. I think he was an ‘old-school’ rock star.”
Effie Awards Finland is a competition measuring the effectiveness of marketing communications, organized by the Finnish Association of Marketing, Technology and Creativity (MTL) as the Effie Awards partner in Finland. The Campaign of the Year receives the Grand Effie award.
Valio’s milk advertisement was also successful at the international Golden Drum marketing communications competition in 2016, winning the Grand Prix for films.
The film starring Lemmy Kilmister is a retake on the 1990s hit commercial on Finnish television, “I don’t drink milk,” for the Dairy Nutrition Council and Finnish Dairy Association in 1997. The new version of the film was produced for Valio by advertising agency hasan & partners.
Whether you’re having a happy day or a grumpy one, there’s a Jelly Belly® jelly bean for everyone in the new Mixed Emotions Collection. Favorite flavors of Jelly Belly beans are paired with an emotion, and finished with the imprint of a corresponding face to show off those feelings. Five flavors in all will be available this spring, giving candy lovers everywhere a new way to express themselves.
“We’ve toyed with connecting feelings and flavors in various ways in the past,” explained Rob Swaigen, Vice President of Global Marketing for Jelly Belly. “Emojis are a big part of how we communicate with each other through text, social media and in email, and their popularity gave new life to this idea.”
Traditionally, Jelly Belly jelly beans are stamped with the Jelly Belly name in white food coloring. In the Mixed Emotions Collection, instead of the logo, the Jelly Belly beans are stamped with a matching face to represent one of five feelings:
- Happy tastes like refreshing lemon on a sunny day.
- Playful teases the taste buds with sour apple.
- Grumpy sears like sizzling cinnamon.
- Sad envelopes you in berry blue.
- Love warms the soul with Orange Crush®.
In keeping with the Jelly Belly tradition of thoughtful flavor experiences, enjoy each flavor individually, or combine to create your own delicious mix of emotions.
The Mixed Emotions Collection launches with a variety of packages, including snackable and shareable bags and a gift box.
Talking Rain Beverage Company®, the maker of Sparkling Ice® flavored sparkling waters, has been recognized as a winner in the U.K. by the country’s largest consumer-driven award for product innovation, Product of the Year. Nearly 12,000 U.K. households responded to the survey designed to identify the top CPG products on the market, naming Sparkling Ice the winner in the “No Added Sugar” Drinks category.
Following the brand’s expansion to the United Kingdom and Ireland in 2016, Sparkling Ice has seen significant success in the marketplace, with presence in more than 15,000 stores. First year sales success has shown that the beverage market in the U.K. and Ireland present a wealth of opportunity as consumers shift away from full-calorie CSDs to healthier alternatives like Sparkling Ice.
“Since our launch in the U.K. and Ireland this past spring, we have been energized by the excitement surrounding our brand,” said Kevin Klock, President and CEO of Talking Rain Beverage Co. “This award is a special honor as it has been voted on by the U.K. consumer, and we are proud to offer a beverage free of added sugar, that delivers the bold flavor, fizz and refreshment that the marketplace demands.”
Having hit shelves in April 2016 at major grocery and drug store retailers, Sparkling Ice is now available in four flavors in the UK and Ireland: Black Raspberry, Orange Mango, Peach Nectarine, and most recently, Strawberry Kiwi.
Kantar TNS, one of the world’s leading research agencies conducted the research, offering an industry sector understanding and collating the survey from more than 11,600 people in the UK and Ireland.
For more information about Sparkling Ice, visit www.sparklingice.com.