Source: Adweek
Just in time for the new school year in the US, agency Erich & Kallman rolled out a campaign for General Mills brand Go-Curt, and it’s charmingly humorous.
The campaign brings fourth graders Tim and Charlie, old and experienced, and annoyed by the youth today, ie. third graders, and how easy they got it.
For example, when Tim and Charlie were in third grade, there were no convenient EZ Open Go-Gurt containers.
The new campaign, by San Francisco agency Erich & Kallman and director Harold Einstein, stems from a simple insight: After fielding 17 years’ worth of complaints about hard-to-open yogurt containers from kids and parents alike, General Mills just decided to make it as easy as possible to tear the top off that tube.
And the campaign to showcase the new container is simply hillarious. Watch the rest of the ads below:
Mindshare ran media strategy for the campaign, while design agency Ultra handled the packaging.
