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Cutting-edge cross promotion
An above-average price tag is the only thing Tourneau watches and Honora pearl jewelry seem to have in common with Fage Total yogurt. But that was enough for Fage's advertising agency, Ogilvy New York, to approach the brands with a...
An above-average price tag is the only thing Tourneau watches and Honora pearl jewelry seem to have in common with Fage Total yogurt. But that was enough for Fage's advertising agency, Ogilvy New York, to approach the brands with a unique creative concept that ties the products together.
I use the term "tie" loosely since the watch, earrings and pearls were actually dunked in Fage's extra dense and creamy yogurt for a series of print ads, according to a recent article on NYTimes.com. A watch or earrings and a strand of pearls appear on one page, and the facing page shows the product's impression in the yogurt along with an image of a container and overturned spoon both filled with Fage Total.
The company that sells "Ridiculously Thick Yogurt," according to the tagline that appears in the ad series, thinks the campaign will attract a younger market. Ogilvy giving away samples on the Hampton Luxury Liner bus, which journeys to New York's playground for the rich and famous, will go a long way to wooing that market as well.
Unlike the brands sharing the layout, Fage is a newbie at courting the U.S. upscale market, so the cross-promotional campaign could introduce the company to a new customer base. Not to mention, the ads are groundbreaking considering traditional yogurt ads try to appeal to health- or weight-conscious consumers. It's possible the campaign may prove to be more beneficial to Fage than Tourneau and Honora. Nonetheless, I like it.
*Photo courtesy of The New York Times Co.
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