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Nestl茅鈥檚 Turtles Give a Different Kind of Speeding Ticket to Rushed Holiday Shoppers

04/12/2023
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The legacy confectioner debuts its first activation and TV spot with Courage

For many, the holidays are a mad rush of planning, traveling, shopping, cleaning, cooking, and painstakingly detailed preparations as we chase those perfect festive memories with loved ones. Amid all the fast-paced excitement (and stress), Turtles is urging its consumers to slow down with a clever campaign and brand act that turns a speeding ticket鈥攖he last thing anyone wants to receive during the busiest time of the year - into a much-needed break.

For its first major act with new AOR, Courage Inc., Turtles placed a speed camera in Sherway Gardens, one of the busiest malls in the Toronto area. When the machine caught shoppers moving faster than the average walking speed, it printed a speeding ticket with a gentle reminder to slow down and make time for the things that really matter: friends and family. Then, instead of issuing a fine, the machine offered a pair of complementary Turtles to share with a loved one. 

鈥淥ne of the most unifying aspects of the holiday season is that it鈥檚 often such a demanding whirlwind of activity,鈥 said Joel Holtby, co-founder and CCO of Courage Inc. 鈥淏ut the Turtles brand we鈥檝e come to know over the years has always represented the exact opposite of that: the importance of finding the time to appreciate the here and now. So, we wanted to create a fun reminder for the treat that naturally compels us to literally stop what we鈥檙e doing and just enjoy the moment.鈥

This sentiment is further explored in a new :30 brand spot supported by broadcast and digital. Directed by Benji Weinstein, the film sees a family speeding through discussions surrounding important holiday plans before taking a moment to collectively enjoy Turtles. To achieve the script鈥檚 ambitiously zippy dialogue, the cast trained with Canada's top cattle auctioneer Dean Edge to solidify the ideal speed and cadence.

"Enjoying Turtles over the holidays is such a storied tradition for many Canadian families,鈥 said Ashley Edelstein, marketing director, Nestl茅 Canada. 鈥淲e wanted to extend this tradition in a fun, loud and light-hearted way with millennials when they鈥檙e at a life stage where they鈥檙e developing their own holiday traditions." 

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