Bonsoy asks ‘But is it Bonsoy?’ in its newly launched brand platform via Thinkerbell
Bonsoy has today launched its new brand platform via Thinkerbell, ‘But is it Bonsoy’, to get consumers questioning whether their milk choices are really the best they can be.
Says Raphaelle Wilson, marketing manager, Spiral Foods: “We found within the cafe culture, particularly in Australia, there is a growing trend to not only display the milks on offer, but also that consumers are walking away if the brand they want isn’t available. We found that many avid Bonsoy drinkers will actually leave a cafe and walk further just to ensure that they are getting the best milk for their coffee.”
The ‘But is it Bonsoy’ idea was born from this observation that people would literally cross the road to find another cafe, if it didn’t sell/use Bonsoy.
Says Paul Swann, executive creative tinker at Thinkerbell: “Our aim was to reflect the grassroots and handmade nature of the brand, which prompted us to do as much as possible in camera. Rather than relegating the distinctive yellow Bonsoy carton to a packshot in the corner, we wanted to make it the hero, bringing it to life as stencils or stickers within a range of usage occasions that expand consumers’ understanding of how they can enjoy the product, not only as a drink.”
The media strategy aims to maximise awareness of Bonsoy at both moments of consumption and moments of purchase.
Thinkerbell worked closely with Spiral Foods (who are an independent Australian owned business) and were responsible for both creative and media roll out. ‘But is it Bonsoy” goes live this week across OOH, Print, Social and Influencer channels.
Bonsoy:
Managing Director – James Wilson
Marketing Manager – Raphaelle Wilson
Thinkerbell:
Lead Media Thinker – Alex Brinkhoff
Executive Creative Tinker – Paul Swann
National Head Production Tinker – Grant Anderson
Head Thinker – Lauren Shelley
Head Thinker Brand – Gerry Cyron
Thinker – India Gates
Chief Thinker – Adam Ferier
Lead Creative Tinker – Jasmine Subrata
Lead Creative Tinker – Simon Dall
Design Tinker – Luke Sikora
Lead Production Tinker – William Palmer-Reeves
Little Green Book Creative Partners
Production: Sam.I.Am
Photographer : Benito Martin
Stylist : Jessica Johnson
Executive Producer : Rich Cole
Producer : Rosie Pike
16 Comments
Hmmm, your observation is that people would cross the road to another cafe, but your creative illustrates someone making coffee at home?
Is this a press release about a stencil over some stick shots? There’s an oat milk out there doing some pretty cool advertising. Give the same brief to Thinkerbell and you get this. Surely someone in production mentioned that a light yellow on a light contrasting background was going to make for some rather difficult to read and recognize posters?
Almost every time Thinkerbell put the brand name in a catch phrase. Need a new trick.
Dumbest comment I’ve read in years. You need another job.
A bit sick of everyone shitting on Thinkerbell. This work looks the part and will work, bonsoy doesn’t have to re-invent the wheel. As a younger creative in Aus I’d way rather have this in my book than an insurer, energy company or big retail giant. The brands people are probably stuck slaving over who are quick to diss on CB. Lighten up. And no I don’t and never have worked there.
You really need to lift your standards and your powers of analysis. Whatever the category, the work still needs to have a decent proposition and some strong supporting evidence. Yes, a bit old-fashioned but necessary if what you do is going to be more than art that decorates trendy apartments.
Love the photography. Love the tagline treatment. Unique.
This is better than nice its really nice.
It’s true In a Bonsoy drinker
Not so long ago we would call this a campaign.
i see these when casually walking. I like them.
Take it from us, this isn’t 2009 bruh.
those really hard to look at
?
Crap? Yes.
But is it full of iodine?