Campbell Soup is launching a new V8 branding campaign via Y&R NYC that taps martial arts icon Jackie Chan to go head-to-head with other beverages. Creative features Chan swooping into everyday life scenarios using his athletic abilities and charm to switch an unsuspecting person’s drink to a veggie-powered V8 beverage. The spots close with the “Could’ve Had a V8” tagline.
The humorous campaign began airing this week with two new spots:
“Balcony” features Chan sliding down a drain pipe, leaping onto a woman’s balcony, and deftly replacing her cranberry juice with V8 100% vegetable juice; and “Sidewalk” has Chan jumping out of a window, bounces off an awning, lands in front of a woman drinking a smoothie and switches her drink for a V8 V-Fusion Smoothie that not only includes fruit but vegetable nutrition.
Juli Mandel Sloves, Senior Manager, Nutrition & Wellness Communications, Campbell Soup Company, tells RBR-TVBR the new campaign is appearing on both network and cable television: “We have a mix of network morning shows, network prime and daytime programming, Cable Day, Cable News and others. Spots have aired during programs including: The TODAY Show, Good Morning America, The Sing Off, Dancing with the Stars, NCIS LA, General Hospital and others.”
See the spots here:
These spots will be followed by three additional. The campaign is supported by a fully-integrated marketing effort including print and online ads that compare V8 beverages to other drink options.
Media was handled by Mediaedge:cia.