Recently I posted about how Starbucks was bucking the short-copy trend — opting for a page of copy rather than a one-line zinger. But it looks like they have been out-copied by a long shot!
As part of Cesar Sunrise’s launch of “the first-ever gourmet canine cuisine breakfast,” they have created an eight-page, make-believe humorous newspaper. Called The West Highland Herald, it is chock-full of stories written by dogs for dogs. Yes, you read that right: The stories are written by dogs with their dog peers in mind. (You can also view the paper on their Web site.)
To give you a sense of this newspaper, in the “fashion and lifestyle section” the headline reads, “Bold Shapes Dominate Milan Runways” and runs with the following photo:
This story includes the following excerpt:
First, let’s talk collars. Expect them to get tougher than leather, with several designers taking their cue from the junkyard and early 80s punk music. That’s right, studs and spikes are back! Goodbye bitch—hello butch!
And in the “Regional News” section a headline says, “Dog Saves Family from Vicious Vacuum,” with a story that starts with the following copy:
LOST GATOS—A very brave and fast-acting South Bay Pomeranian put an end to an upright vacuum bent on destruction this past Saturday. Teddy, 4, of La Serra Terrace, made a split-second decision that spared his family certain harm.
And there is a lot more where this came from.
You may ask, “Where is the Cesar ad in all of this?” That’s easy: On each page there is a labeled advertisement (definitely keeping things authentic here). One says, “wake up to something special, cesar sunrise breakfast entrees.” Another says “new! cesar sunrise brand.” When you click through any of the ads, an extensive, multi-paged interactive Cesar ad pops up.
As for whether this humorous campaign will generate additional business, as always that remains to be seen. However, this ad campaign is entertaining and is certainly designed to go viral. If it does (with the help of a few people like me) it may very well increase sales.
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