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Decades after the ad man played by Cary Grant in"North by Northwest" asked his secretary to put an email on his desk reminding him to"Think thin," a brand of protein bars offering those words of information is currently starting a campaign centered in a thought popular among admen: that a food product can be indulged in with no generating guilty feelings. The campaign may be the first significant domestic attempt for its brand, known as the ThinkThin substantial Protein Bar, also it's the primary big campaign being created by a new bureau, Adams associates, based in Los Angeles' Venice part. The campaign, that carries a humorous tack in introducing ThinkThin to your broader audience, includes advertisements on television and online; print, digital and mobile advertising; and a presence in social media such as Facebook and Twitter. The ads make use of a slogan,"thinkPositive," styled like the brand name, and this is officially thinkThin, and an accompanying hashtag, #thinkPositive. The campaign has become easily the newest in a skein of promotion campaigns to get protein-laden services and products, reflecting a growing curiosity -- fad, fad, fad, choose your choice -- one of the users in getting a lot more protein in their diets, which can be increasing earnings of groceries like Greek nuts and yogurt in addition to protein bars. The newest variety got high billing in a latest Goal per week on a part of the site devoted to services and products"new at Target" Even the ThinkThin High Protein Bar Is Available in 10 flavors, and sibling bars such as ThinkThin Lean Protein and Fiber, together with ThinkThin High-protein and Fiber, come in Several tastes. Enhance the mix all the services and products electricity bars -- among them, Balance Bar, Clif Bar, form, Luna, strength Bar and also zone-perfect -- and also the audience, normally girls ages 18 to 54, could be overwhelmed when seeking to figure out which bar to buy. "We predict it a rainbow of confusion at the plate,''" says Megan Crossland, '' the advertising manager, based in Santa Monica, Calif., of the ThinkThin mother or father, ThinkThin L.L.C. That is compounded because"we understand we've very minimal awareness for a brand," she provides. "We experienced a lot of success with experiential marketing and sampling, doubling distribution within the previous calendar year," Ms. Crossland says. "'' We will need to create a great deal of brand consciousness to encourage which distribution." "We have better comprehension at the West," she adds, because the brand begun in California,"but overall, awareness is still low, below a percent nationwide." "I would be really glad," Ms. Crossland says, if the unaided awareness of the ThinkThin high-protein Bar -- which is, shoppers bringing the brand without being prompted -- climbed to 2 per cent as a effect of the campaign. Along with generating consciousness,'' she adds, the campaign seeks"to distinguish ourselves from the rest of the class, to place ourselves aside, in an emotional and one of a kind manner" This really is actually really a differentiator because"if you look at lots of positioning" of different brands, Ms. Crossland says,"you'll see effectiveness and functional messages" The idea the campaign attempts to express -- that a ThinkThin High Protein Bar may be experienced together with"zero remorse" -- aids deliver the message that the bar has"20 g of protein" and"zero g of sugar," she provides. The idea to center on guilt-free eating arrived,'' Ms. Crossland states, following the company began dealing using Chris Adams, the creator of Adams Partners; he had been an executive creative director at Saatchi Saatchi Los Angeles and before that functioned at TBWA/Chiat/Day on brands like Apple, Nissan and Pedigree. "A group of us in the company stem in the more traditional packaged goods background and were fortunate to have worked with him," she adds. "In speaking via things with the user, we stumbled this insight that nobody wants to feel responsible" about consuming a ThinkThin bar, Ms. Crossland says, which could be dramatized by"wanting to juxtapose" that at a light hearted way with"what anything else in daily life women can come to feel responsible about" then concluding using all the"thinkPositive" theme. For example, the commercial at the campaign, headed by Michael Downing at Epoch Films, begins with a slim young guy, running in shorts and a tank high, attracting the interest of three ladies at a patio cafe. Subsequent to the ogling goes to get a bit, '' he or even a few of the women join at an way that unexpectedly brings a look of dismay and chagrin. "Hi, Mrs. Adams," says the runner, played by means of an actor named Pierson Fode. "Hey, say hi to Brian for me personally. The voice of a female announcer then declares:"you will find a lot of what to feel guilty about. ThinkThin is not one . Twenty grams of protein. Zero sugarfree. Zero guilt." The theme"thinkPositive" then appears on screen. If you don't steal one." The text in the bottom of the ad reads:"20 g of protein. 0 g of sugars . 0 guilt. ThinkThin. ThinkPositive. Start looking for people in the energy bar aisle" On the list of many products that have been peddled through the decades as guilt-free food items, maybe the best-known is TCBY frozen yogurt, even for this motto:"All the pleasure. None of the guilt" A number of years ago, Particular K Popcorn Chips were promoted with all the term"Nothing Curious about it fun" And also the British retailer Marks Spencer sells products below the label"Guilt-free snacking." According to Mr. Adams, who's executive director of Adams Partners, a"strategic brainstorming day" by executives of ThinkThin led to some decision that the brand necessary to convey significantly more than"energy to the go" to stand out in its crowded category. The idea that"girls should at no time have to truly feel guilty about exactly what they take in" was"this type of substantial concept," he says,"as well as at creative development we left sure that was something we all pushed" The decision was made to take a humorous tack to ensure"we would make something enjoyable and shareable," Mr. Adams states, creating"the purpose in a fun way that indulging in a ThinkThin bar is some thing that which you can perform with out feeling guilty." "There are a lot of ways that you might opt for'responsible'; it's a pretty loaded sentence," he adds. "We didn't desire to bring down people ." The campaign will be meeting some criticism in social media. By way of example, about Facebook and YouTube somebody left this remark:"Your commercial isn't really so sexist! Since when women be embarrassed about checking out a younger person?" Inform us there are lots of matters to truly feel worried about relating to this myth that is ridiculous that women should feel guilty over nothing. We shouldn't." There are also fans of the commercial who have left positive opinions --"Win,""ha HA!" -- as well as rebuttals of these critics' opinions. There's also this comment from ThinkThin on both Facebook and also YouTube:"At ThinkThinwe believe women ought to not need to truly feel worried about what they eat. Our newest campaign produces this point in a fun way, although telling women they can always #thinkPositive about ThinkThin." Ms. Crossland weighs in, too. "We are all about empowering girls," she claims ,"and also we need our brand to engage in with a very positive part within their lifestyles." The founder of ThinkThin L.L.C. is just really a female entrepreneur called Lizanne Falsetto, she adds. The guilt-free thought"tested terrifically" with consumers, Ms. Crossland states. "We feel we have something with quitting energy which could break through the clutter." "Guilt might be quite a really serious topic; we're not hoping to handle it in such a way," she provides. "We want to capture their awareness and entertain a bit while they know about our brand." "It's not about bringing out the cutting tape," Ms. Crossland states. "We are a daily dietary plan brand." "We believe in eating very well and living very well," he claims, adding:"We aren't about remorse and anxiety. You won't ever find a small red bikini or measuring tape in our communications. Unless we're cutting up them ." (The reddish bikini and quantifying tape are staples of campaigns for various Particular K products marketed by the Kellogg Company.) "The most important thing I can do to help my own business will be always to find this correct and have this be considered a terrific example analysis," Mr. Adams states of bringing out the campaign, which began this month and will be about to proceed October. The print advertisements are running magazines such as InStyle, People and US Weekly, '' she adds. The networking bureau for the campaign will be the Universal Metropolis, Calif., Business Office of Starcom, a part of the Starcom MediaVest Group division of the Publicis Groupe. In case you prefer In Promoting and Marketing, be sure to read the Promotion column which looks Monday through Friday at the Business Day part of The New York Times print version and on nytimes.com.
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