The campaign on CDO’s new product –Danes’ Cheese with Real Bacon Bits, consists of four (4) short advertisements. The creative minds behind this masterpiece is Gigil – an independent ad agency based in the Philippines. Gigil is very well known in producing many outof-the-box, quirky, and quick to trend advertisements. In this paper, the advertisement on the new product introduced by CDO, the Danes’ Cheese with Real Bacon Bits Campaign will be discussed.

On the first leg of the ad, The Cheese-Mascot Man with a name tag “DANES”, is seen painting a red door which seems to be a toilet door.  Cheese-Mascot Man is portrayed as a Human Being that looks like a real-life Danes’ Cheese with Real Bacon Bits. Afterwards, a woman then approaches and suddenly makes a remark on him for having red paint flecks all over his body. To which, Danes replies “Hindi pintura ‘yan. Bacon ‘yan.” Then, Danes will go back to painting and the advertised product is introduced with a hashtag #SnacksNaman and a coined term #Snacktacular. This coined term is used specifically for the brand advertisement. 

Subsequently, the woman is seen holding a plate with chunks of cheese with bacon bits while munching some of it. Danes turns to her and nonchalantly asks her why she’s eating his brother. The woman only responds with a wide eye looking dumbfounded. Danes then utters “joke lang”, which cues to the next frame showing the other variant of Danes Cheese Sweet and Creamy.

The Second advertisement of the campaign started with a close-up shot on Dane’s back while being tattooed. The tattoo artist would remark on Danes’ back having lots of red specks thinking it was all tattoos and asks him where he had it done. Danes reply “Hindi tattoo ‘yan.

Bacon ‘yan”, cueing the advertised product to be introduced with a hashtag #SnacksNaman and a coined term #Snacktacular.

Afterwards, the tattoo artist is seen holding a plate with chunks of cheese with bacon bits while munching some of it. He utters “ganda”, pertaining to Danes’ new tattoo of a dancing bacon. Danes replies “Nanay ko.” The word “nanay” cues to the original variant of Danes which is the Danes Cheese shown at the end of the second ad.

On the third advertisement, Danes is seen engaging a sparring with a man wearing glasses. The man with glasses took flight from their fight. Afterwards, an elder man approaches Danes and asks him if he is okay, while making remarks on his red spots mistakenly as bruises. Danes replies “hindi pasa yan. Bacon ‘yan.” This then cues the advertised product to be introduced with a hashtag #SnacksNaman and a coined term #Snacktacular.

Afterwards, Danes is seen smiling with the elder man who seems to be enjoying a taste of the Danes Cheese with Real Bacon bits. The next frame then shows the man with glasses holding a cheese grater while running towards Danes. After Danes took sight on the man, he ran away. The next frame shows the third variant of the cheese which is the Cheese Slices and Cheese Spread.

On the fourth, and last leg of the campaign, while Danes is eating some bacons, a man casually walks up to him and asks why there are bacons all over Danes. To which Danes, would answer “Hindi bacon ‘yan. Bacon ‘yan” with an unconcerned face. Danes answer confuses the man. This cues the advertised product to be introduced with a hashtag #SnacksNaman and a coined term #Snacktacular.

The man then remarks “Kumakain ka ng Bacon? Di ba cannibalism yan?” Danes looks at the man unbothered, and continues eating. The next frame shows the fourth variant of the cheese which is the Snacks packs.

 

MARKETING MIX

The marketing mix used in the campaign is the mix of Sales Promotion, Sponsorship, and combination of Alternative, specifically on Buzz and Guerilla Marketing. The Campaign launched a new variant of the Classic Danes Cheese, that is the Cheese with Real Bacon Bits. Aside from the promotion of the new variant, the campaign also encompasses its existing products that includes the Danes Cheese with Real Bacon Bits (Pillow Pack), Danes Cheese Sweet and Creamy, Danes Cheese Slices, Danes Cheese Spread, and Danes Cheese Block Classic. Including the other existing variants in the campaign will make the viewers recall the information that they know about the product being advertised. 

The campaign sponsored some social media influencers including Marvin Fojas. Fojas is a social media personality known for his humorous short videos on Facebook and TikTok. One video of Fojas featured the Danes’ Cheese with Real Bacon Bits. He used the deadpan humor style of Gigil in promoting the said product.

Also, the Alternative Marketing used in the campaign is the combination of the Buzz and the Guerilla. According to an article posted in Adobo Magazine website, it states that the campaign of Gigil went viral in 24 hours. It amassed over 1 million views on Facebook without being boosted, garnering 20,000 shares, and 100,000 reactions. In addition, the Guerilla Marketing, being considered as the most preferable marketing weapon, showed its compelling effects by creating the “buzz” across social media platforms.  It provoked the curiosity of the viewers from its odd, deadpan humor, and unconventional campaign. 

 

EFFECT AND IMPACT OF THE CAMPAIGN

The Ad Agency’s Creativity, and willingness to try on a unique and non-traditional way of promoting products was a sure win for the millennials favor especially with its deadpan humor. In an article posted from Adobo Magazine, many netizens showed their support for the advertisement. Some said that it brought smiles to the audience amid the pandemic. The unusual portrayal of products made a strong pull on media influence. The usage of the redundant term “Bacon ‘yan” marks a recall of information to the audience. Once they hear this statement, they will surely think of Danes Cheese with Real bacon product. This campaign made by Gigil is tailor fit to the impermanent and ever-changing world, and audience, stakeholders, viewers ever changing taste for digital content as well.

 

OBSERVATIONS, COMMENTS, RECOMMENDATIONS

The play of words in this campaign is very effective. If you will scrutinize the whole advertisement, you will notice that all the objects, colors, characters, and other elements are very minimal. The minimalism showcases the 7 C’s of effective communication which is having a clear concise, concrete, correct, coherent, complete, and courteous message. 

The use playful and creative use of objects and its timing surely leaves the viewers a lasting effect that trigger the cognitive media influence. 

The context of each advertisement relates to the other variants that will be shown at the end of every ad. Each ad contains two different products, having two parts. The first part of each ad will show the new Danes Cheese with Real Bacon bits, while the second half will showcase the older variants of Danes. 

Example on this is from the 1st clip, the red door relates to the red-paint flecks of Danes, to which a woman would later give remarks on. The door is color red because the bacon is also color red. The nonchalant reaction that Danes exudes represent the Millennials today. Millennials are now understood as the carefree and fearless generation towards the traditional norms of the society. The woman character that made remarks on Danes is a woman because it represents the Mothers, whom is one of the target audience of the product.

 I would highly recommend that the product should stick to the Outside-In approach of Marketing. A product or service should listen to what the audience wants and needs. Also, joining the bandwagon is beneficial as well. Joining the trend will attract many audiences that is essential in expanding the horizon of market.