Los Angeles (February 18, 2011) – “Kids Love Cuties. Because Cuties are Made for Kids.” As the tagline in Cuties’ debut television advertising campaign, the mom-targeted ads spotlight the simplicity in children’s natural craving for the sweet and seedless small citrus fruit. The collection of five :15 ads premier on February 21 and will run on top mom-focused shows in Phoenix, Atlanta, and Chicago.
“Cuties is taking a fresh approach to advertising produce on television,” said Ashley Martorana, director of marketing for Paramount Citrus. “The brand aims to tug at mom’s heartstrings – in a way as natural as Mother Nature’s clementines and mandarins…sweetly and simply.”
The television campaign is aimed at increasing both category awareness and brand preference. Focus groups with moms and young kids guided the creative development and the result is a kid-friendly campaign that speaks to moms – as their kids would and do:
· “Cuties are Small” – The camera opens on a glass bowl full of Cuties sitting on a kitchen counter. A mischievous little hand reaches on the counter and into the bowl to find a Cutie. She playfully looks up now with a coy grin like just got away with something. A child’s voiceover reads: “You know why Cuties are small? ‘Cause kids have small hands. Kids Love Cuties. Because Cuties are made for kids.”
· “Cuties are Sweet” – Under the sun in the backyard, a brother and sister giggle as they peel and eat Cuties. The juicy sections squirt and they happily lick their fingers to get each sweet taste. A child’s voiceover reads: “You know what kids like? Sweets. You know what Cuties are? Sweet. Kids Love Cuties. Because Cuties are made for kids.”
· “Cuties are Easy to Peel:” – A young boy sits beneath his “tent fortress” in his bedroom. His attention is focused on peeling the Cutie in his tiny hands. A child’s voiceover reads: “You know whey Cuties are so easy to peel? So kids can peel ‘em.” Kids Love Cuties. Because Cuties are made for kids.”
· “Cuties Carry” – A little guy takes a break from playing to sit on the stairs – complete in a cape, fresh from some superhero play. He carefully empties the overstuffed contents from his pockets – from a small action figure to an acorn, a single jack to a ball. Finally, he finds a Cutie and begins to peel and eat it. The child’s voiceover reads: “You know why Cuties are easy to carry? ‘Cuz kids like to carry stuff. Kids Love Cuties. Because Cuties are made for kids.”
· Cuties Seedless” – A little girl in a colorful tutu playfully falls onto the couch excited to eat her Cutie. Her dainty fingers carefully peel the Cuties as she gleefully and pristinely eats each section. The child’s voiceover reads: “You know why Cuties are seedless? “Cuz kids hate seeds. Kids Love Cuties. Because Cuties are made for kids.”
At the end of each spot, the brand’s mascot L’il Zipper appears with an image of Cuties in its iconic bright blue crate. Underneath it, the super spells out the three key brand benefits: “Sweet. Seedless. E-Z Peel.”
The strong base of local TV spans eight weeks and utilizes the best of mom-friendly TV including:
· Early Morning – “CBS Early Show,” “The Today Show” and “Good Morning America”
· Early Fringe/Access – “Nate Berkus,” “Dr. Phil,” “Ellen,” “Oprah,” “Wheel of Fortune,” “Jeopardy” and “Entertainment Tonight”
· Prime time – “Supernanny,” “American Idol,” “Biggest Loser,” “Modern Family,” “Glee,” “How I Met Your Mother” and “The Mentalist”
“In our original print campaign featured in national parenting magazines, we went on the junk food defense encouraging parent to ‘Root for the Fruit,’” added Martorana. “What we’ve learned is that we don’t need to make that comparison in a competitive way…kids really do naturally love Cuties and this campaign aims to celebrate that in kid terms.”
Rounding out the campaign, Cuties also will debut its first outdoor billboards to bring the spirit of the TV ads to life in a quick-to-digest format. With emphasis on the iconic crate, the tagline will be reiterated: “Made for Kids.” The billboards will be placed in highly-trafficked “family routes” throughout the respective cities.
Source: Cuties Brand
