General Mills is taking the gross-out approach to promoting its Gushers and Fruit by the Foot snack brands, in a new social campaign from Erich & Kallman.
Spots for Gushers, for example, promote the treat's oozy center by depicting teens so obsessed with the snack that they inadvertently lick other gooey stuff -- like the ink from a squid (seen here), or liquid soap in the bathroom.
Other spots, for Fruit by the Foot, have fun with its length: they bring romance (well, kind of) to a couple of teens in a bowling alley, and help a boy with his bench press routine. There are also two funny spots in which a "Fruit Snail" meets its untimely end after a lot of sentimental singing.
According to agency co-founder Eric Kallman, the aim was to stand out in the sea of content that envelops teens today. "Since young people live on their phones we know our competition isn't other advertisers," he explains. "Rather, we're going up against the content channels of social media influencers. Our goal is to be breakthrough and entertaining enough to be talked about, liked and shared."
As for the disgusting factor, that was just a unique way to highlight the products' attributes, which "really defined the creative work," Kallman says. "All we did was bring to life the length of Fruit by the Foot and liquid center of Fruit Gushers in as breakthrough a way as we could think of."
The 15-second spots were all shot in-camera, by Harold Einstein and Michael Illick of Dummy. "We felt it was the most charming way to bring these stories to life," Kallman adds.
The spots continue Erich & Kallman's bizarre work for the client. The agency was also behind General Mills' funny Go-Gurt campaign featuring prematurely aged young'uns..