The actions of a mysterious black swan are central to a national television advertising campaign starting this week for the Black Swan range of savoury dips.
The new campaign has been developed by Publicis Mojo Melbourne and is the first concerted advertising investment in Black Swan for at least a decade. The brand originated in South Melbourne and has grown to be the market leader in the category.
“Black Swan is a uniquely Australian brand that has grown organically over time, based on its product quality,” said Chris O’Sullivan, CEO and managing director of Monde Nissin, which bought Black Swan in 2014.
“Publicis Mojo have developed a compelling platform to accelerate Black Swan’s sales and we are backing it with this new campaign.”
Publicis Mojo’s new work carries the line “Bringing people together since forever” which will be amplified via two 30-second and two 15-second TV commercials, as well as shopper marketing and digital support.
The TVCs depict a house party and supermarket locations where a mysterious black swan appears on camera to reinforce the choice of Black Swan in environments where people have multiple choices of snack products.
Grant Rutherford, chief creative officer of Publicis Mojo says, ‘It’s rare you get an idea that has such beady eyes staring you right in the face. It’s infinitely campaignable and distinctly ownable for the Black Swan brand.
Georgina Pownall, general manager of Publicis Mojo Melbourne said; “There is huge potential for Black Swan sales in Australia. It is a gteat quality product and well-priced ion the category. So we believe we can capitalise on the awareness and popularity of the brand that is already in the market.”
The campaign is running nationally.
Client: Chris O’Sullivan, Monde Nissin
Agency: Publicis Mojo Melbourne
CCO: Grant Rutherford
CD: Michelle Walsh
Writers: Michelle Walsh / Grant Rutherford
Art Directors: David Schaak / Grant Rutherford
Digital Lead: Mike Crebar
General Manager: Georgie Pownall
Producer: Vicky Lee / Jacinta Xing
Prod Company: Airbag
Director: Micca Delaney
Producer: Rob Stock