Christina Aguilera’s arrival in Australia for the first time in 15 years gave Menulog and Thinkerbell a unique opportunity to launch the new global TVC and brand campaign in a locally relevant way for Australians.
Utilising Menulog’s distinctive delivery bag, Thinkerbell recruited Australian Indie designer By Weave Collection, to re-imagine it and create a star-studded designer bag that was fit for a diva.
‘Branding’ the superstar Christina Aguilera, her designer Menulog delivery bag was inspired by the bougieness of the latest ‘Did Somebody Say’ advertisement directed by Dave Meyers. Built to actual delivery bag dimensions, it features luxury Australian leather, a diamante encrusted Menulog logo, recycled fabric liner and real 22-carat jewellery trinkets, including an avocado, fries and a burger.
“The iconic delivery bag is a distinctive brand asset to Menulog and we knew instinctively that a simple branded designer bag would capture the attention of news outlets. When we heard Christina was on her way to Australia, we wondered if we redesigned the bag to be worthy of wearing it, would she wear it? And she did. And thanks to the paparazzi, this chance paid off,” said Sesh Moodley, head tinker at Thinkerbell.
Hand-delivered to Christina Aguilera before she flew to Australia, she was spotted by paparazzi in LA with the bag on her way to LAX before boarding her flight. After the photo leaked, it swelled a national news cycle, reaching millions of fans across Australia and the world, asking, “What’s with the bag?” and anticipating her imminent arrival in Australia.
After much fan-fare and media excitement across Australia, taking the ‘What’s In Your Bag?’ social trend to a whole new level, Christina Aguilera gave her fans a personal glimpse into the items she keeps on hand in her designer Menulog bag across Tik Tok before she left the country. Hitting close to four million views and counting organically in only a few days, she revealed a range of items including Playground Lube, a Caramello Koala, mint toothpix and a massage theragun.
@xtina Check out #WhatsInMyBag with @menulog 👛💋 #AD ♬ original sound – Christina Aguilera
“‘Did Somebody Say’ has ingrained Menulog into Australian culture and the latest iteration with Christina Aguilera and rapper Latto is no different. When we heard Christina was coming to Australia, we put our heads together to see how we could ‘brand her up’ in a way that was natural enough for Xtina to take part, whilst at the same time knowing we’d get a lot of attention if we did it well. It was too good of an opportunity to miss,” said Fiona Bateman, head of brand and media at Menulog.
Australian Prime Minister Anthony Albanese said Meta’s decision to stop paying for Australian news is “not the Australian way” and that he is “very concerned” about the announcement. Meta today confirmed it will walk away from funding Aussie journalism once the current content deals expire in what is a significant blow to Australia’s largest publishers. […]
The Australian media industry has responded to Meta’s decision to walk away from funding Aussie journalism once the current content deals expire. In a blow to local media outlets, Meta said it will not enter negotiations to extend deals to pay Australian media companies for the news that appears on its platforms. Michael Miller, News […]
Free TV has said that today’s announcement by Meta that it will not be renewing any of the deals struck with Australian media companies for use of news content on its platforms should be met with swift action by the government. Meta today revealed it will walk away from funding Aussie journalism once the current content […]
NOVA Entertainment has today announced the launch of a refreshed brand identity for FIVEAA, Adelaide’s premier commercial talkback station. The forward-looking brand refresh reflects FIVEAA’s new lineup and vision while paying homage to the station’s previous logo and rich heritage. Built upon the new tagline of Always Adelaide, the new direction celebrates the ‘AA’ branding […]
Australian social and content marketing workflow platform Fabulate has won big at the industry’s annual AiMCO Awards, taking out the highly competitive Best Influencer Marketing Technology Service category. Lead image: Fabulate team at Aimco Awards The win saw the start up platform, which has a team of around 50, receive the industry recognition against competitor […]
Australia’s newest transformative TV technology, Hubbl, will be on sale from March 10 in Harvey Norman and JB Hi-Fi retail stores nationally and via Hubbl.com.au. Lead Image: Foxtel CEO Patrick Delany at Hubbl Launch. Also from March 10, Hubbl will unveil a national advertising campaign starring brand ambassadors Hamish Blake and Andy Lee. The multi-channel […]
Marking a historic moment, THE LUME Melbourne will welcome original pages from Leonardo da Vinci’s Codex Atlanticus to Australian shores for the first time, as they touch down on March 9, before going on display to the public from March 16, when Leonardo da Vinci – 500 Years of Genius presented by Webuild opens to […]
Eyeota, a Dun & Bradstreet company and a global source of data for digital marketing, have selected Proximic by Comscore, a leading provider of audience and content targeting solutions for programmatic activation, as its preferred partner for making its full taxonomy of audience segments available for contextual cookieless targeting.