Continental Sensations says ‘Smell the Delicious’ in new brand platform via Bastion Creative
Unilever’s flagship brand Continental has introduced a new brand platform for its soups, stocks, and seasonings ranges, developed by Bastion Creative.
The platform is being launched with a campaign for its gourmet seasonings range, Continental Sensations.
The brand and creative platform are centred on an insight into the primacy of aroma over other senses in driving appetite appeal and food enjoyment. The campaign brings to life the power of aroma to evoke the desire to taste underlined by a new positioning line: “Smell the delicious”.
Tonally the creative takes a light-hearted approach to the impact of aroma – following delicious cooking shots with a quirky reaction to the sensational aroma with noses unable to contain their appreciation.
Bastion Creative managing partner, Ana Lynch said a key factor in developing the direction was Unilever’s desire to create a long-term brand platform: “The need was to identify an insight into how all products under the brand play a role in enhancing food enjoyment at home. The insight into the hierarchy of senses and the role aroma plays was the key to that.”
Brand manager – foods at Continental, Amanda Russo confirmed that expectations of the campaign are high: “We’re really excited about this campaign. It performed exceptionally well in pretesting – an outstanding result, that is one of our best to date. Consumer’s love its uniqueness and sense of fun, and the results suggest it will be a strong and differentiated platform to build the Continental brand in a crowded market.”
The campaign launched this month and will run for four months across TV, digital and print.
Client: Unilever
Brand Manager – Foods: Carmen Younis
Brand Manager – Foods: Amanda Russo
Agency: Bastion Creative
Managing Partner: Ana Lynch
Group Account Director: Caz O’Neil
Art Director: Mark Cole
Senior Copywriter: Mike Guegun
Executive Producer: Stephanie Ceccaldi
Production Company: TIPC
Director: Jean Danoy
17 Comments
There’s definitely a product truth in there.
I can smell something it’s not good.
I cannot understand the mess of language with smell the delicious and finding all those people with nasal deformities. How did a new brand platform come to this?
This is the worst ad on tv at the moment. Embarassing stuff.
The guys keep dishing up the most bland and uninspiring work in the industry.
Verb the adjective
The beginnings of an idea, needed to be pushed much harder.
…And I still stopped by to say that this is terribly, terribly offputting stuff, as a consumer alone (let alone as an advertising person).
Quite like it.
I have to look away every time this advertisement comes on. It’s just horrible!
I find this ad offensive & have look away when it’s on.
First time we saw the ad, it was “Ew, someone really made a mistake.” Later it was Samantha from Bewitched finding a corpse. Now it’s a matter of looking away and talking about something else.
I hae hate hate this ad so much
This ad is so repelling I can’t watch it. Now get up and move away from the TV every time it comes on. It’s made me resolved to NEVER purchase their products
Repulsive add only rodents move their nose like that worst add ever
I / we understand the creative writing.
I /we do not understand the repulsive nose twitching.
In unison we both looked at each other and said ew!
This advertisement makes me want to vomit! All my friends feel the same. For goodness sake use your brains and remove it now!
It actually puts me off buying your products because they remind of this horrible advertisement with horrible noises all over the place, ugly and disgusting! ??????