Awarded idea

details here

Introduction

I created this website to better illustrate the concept I am about to propose for the NEW Peperami Bits idea challenge from the Idea Bounty website. It is an effort to show that the concept I have is campaignable and can be translated on many advertising mediums. I want the materials submitted on this site to be perceived as a whole, all under the same concept. If, however, only a separate piece/entry on this website (one Tv or print ad) strike a cord with the "judges" they can be taken separately and analyzed as such. ;)

The idea behind this concept is quite simple and a little obvious, but given the nature of the brief I still think it is the best way to go. Since we have to introduce a new product using the 'credentials' of the Animal character and communicate in the same wacky, carnivorous style... what better way to do that than to make the new Peperami bits part of the old Peperami... literally? The new Peperami bits are just delicious, carnivorous and masochistic pieces of the old Peperami. This way the new Peperami Bits immediately inherit his brilliant “sense of humor” and eating habits. This concept is also very generous in terms of other mediums aside from the classical TV and print and it also gives way to separate executions on each of the three flavors available. It is a fun way to introduce a new product into the scene without diminishing the importance of the old one.

In this regard (new but keeping in touch with the old campaign), I thought it only fitting that the slogan for this campaign should be :

The New Peperami Bits - It's 10 bits of an animal!

It keeps the connection with the Animal original slogan, but ads a little extra spice to it, making it more powerful and distinct, giving you the exact idea (in numbers also) as to know what to expect. If the number of pieces in the bag should be more than 10 , than, of course the number in the slogan could be replaced as well ( I should think though, that for packaging's sake, there is a fixed, determined number of bits that goes into each bag...and this is what I am basing my slogan on).

I'll conclude that sometimes the obvious way CAN be the best way if it gets you where you want to go, fast and efficient. This being said I hope you like my concept and my ideas for execution as well!

The ORIGINAL Peperami Bits

TELEVISION SCRIPT TEMPLATE

YOUR NAME : Adina Mihaela Chirica

CONTACT DETAILS : adina.chirica@gmail.com/ 0040723263292

DESCRIPTION : TV – 30”

DATE : September 15^th, 2009

IDEA TITLE : A chop off the old (meat) block

1. Explain the broad concept in one paragraph.

The idea behind this concept is very simple. The new Peperami bits are The Animal's (the old Peperami mascot's) kids. They were born from the same kind of good quality meat and are just as chewy and delicious a treat, only much wilder and relentless in their masochistic ways. Their mother is also a new character in the campaign. She is very similar to the Animal Peperami, only more sensual and sexy, alluding to another one of his nasty sides (a 'dirtier' kindda love) ;)

Being children, the Peperami Bits have even less discipline and they chew, chop, slice and ravage everything on site, to their parents' delight. This is Peperami's definition of harmony in the family! And as far as the ol' pepermi Animal is concerned, we are not dealing with a lighter, milder version of the Peperami Animal just a more responsible one, family oriented, preoccupied with passing his wicked yet delicious ways down a generation.

2. Provide a broad explanation of the environment in which the story takes place.

All the TV commercials I wrote take place in the kitchen, on a counter or directly on the stove. I think it is important to see the product near the place of consumption and perhaps even in a suggested presence of people so that is is brought closer to the consumer, induces the idea of trial or at least the curiosity for it. The kitchen counter holds the most interesting and tantalizing instruments for the Animal - knifes, slicers, blender. It is the place where the Animal meets his female Animal and it also makes for a wonderful playground for "the Animal children".

The atmosphere is ironically cheerful as if we are just catching a glimpse of a normal Peperami day in the family.

3. Complete your script template below. Use the script example provided as a guide

We open on a kitchen counter. We see the Animal sitting on the counter board.

A large shopping bag gets slammed onto the counter. We see human hands unloading the shopping. A female Animal (eyes with big lashes, high heel shoes) is placed down next to the Animal along with some other groceries.

The Animal : Whatta nasty treat! That's some kinda meat you got there....

The female Animal blinks at the Animal with sweet eyes.

Female Animal: Slice me up baby!

The animal takes a knife off the counter and chops her up into pieces.

The small pieces of meat immediately grow eyes, hands and feet and start jumping around the Animal shouting out: Daddy!!!!!!!!!

The kids start jumping around biting each other and their father relentlessly

Peperami...It's 10 bits of an animal!!!

The BBQ Peperami Bits

TELEVISION SCRIPT
COMMERCIAL NO. 2 – The BBQ Peperami Bits

We open on a kitchen counter. In the background we see an open terrace and smoke coming from a grill. Barbecue vegetables and ingredients are lined up against the table.
The Animal is placing the new Peperami bits on a barbecue skewer. He slides on the first angry little Bit of Peperami. It growls as its slides on and eats some of the vegetables already on there. The next Bit follows and as it draws near the first one it smiles wickedly at it showing all its teeth. The Animal hardly has time to attach it, that the third Bit that devours the first two off the skewer.

The Animal: Awww...I love it when the family gets together...for a barbecue!

The New BBQ Peperami Bits – Prepare for it bit by bit!

The Hot Peperami Bits

TELEVISION SCRIPT
COMMERCIAL NO. 3 – The HOT Peperami Bits

We open on a kitchen counter. The Peperami animal is surrounded by 10 Peperami bits all jumping around chaotically, biting each other and yelling out different things at the same time:
Peperami Bit no1: Hungry...Hungry...Feeed me daddy!!!
Peperami Bit no 2: Eat me! Eat me!
Peperami Bit no 3: Flesh! Meat! Flesh! Meat!
Peperami Bit no 4: Daddy daddy...need a treat!

The Animal gets really angry and aggressive as he starts turning bright red from his toes towards his head.

The animal: Shut up of my head will explode !!!!!

His head turns red as it bursts out and explodes! The chunks of meat from his head turn into new small Peperami Bits that start jumping around like the others and yelling: Daddy daddy feed us daddy!!!

The New Hot Pepermi Bits – They're a handfull !!!

print ad no 1

print ad no 2

print ad no. 3

Ambient

For an outdoor medium I was thinking a good way to go would be with a simple billboard showing the package of 10-15 bits of the New Peperami, but with the Peperami small snacks cut out completely! This way instead of seeing the new Peperami bits we just have cut-out Peperami-shaped holes of them to indicate that the product is just too good to be left unattended. Given how delicious they are and given their wicked, masochist nature they will have probably eaten themselves from inside the package before you even get the chance to open it. For an extra note of fun and morbidity we can have a few left-over tiny pieces of meat laying on the sidewalk around the billboard ( meat or of a material-maybe plastic that would imitate tiny pieces of Peperami bits, as the meat might be eaten by dogs). These would represent the "crumbs" left over from the massacre. Beside the slogan : It's 10 bits of an animal...this billboard would probably read a headline such as : Too delicious for their own good! or
They might just start without you! or
There's no guarantee they'll wait for you (to eat them)!

Digital

For digital entertainment I thought of making an interactive special game on the special Peperami Bits website. The idea behind the game would be that the player would be appointed kindergarden teacher in a special Peperami Bits kindergarten and he/she would have to keep the Bits entertained by using different masochistic means - chop them up with a knife, cook them to a crisp, or devour them with ketchup or mustard. The Bits would be placed on a large production line and would pass by in front of the screen one after the other very quickly. This game could be accesed for free or by using a code available in each Peperami Bits package.You would have to choose your tool/ toy and catch them by using your tool to entertain them. A score would be kept and every time you managed to chop, burn or squirt a Bit you would get one point ...at ten points (every ten Bits), the speed of the production band and the bits passing by would increase. In this way the person who gets a very high score (over a ceratin limit) will receive a prize. We can call him The Meanest Meatiest Bit Sitter / Eater and have a print out diploma version with his score. With it, he can get a free package of Peperami bits in any store (where available).

Digital banner

Another digital means of attracting teenagers to the official Peperami Bits website or to the game presented above would be a banner in which the Peperami Animal invites us to "Stay for a Bit/ Join me for a Bit"...and while the mouse cursor moves over the banner one of his Peperami kids (whichever one's closer) takes a bite out of it.
The animal makes excuses for his kids behavior saying: "They're usually not like this ... they're much worse behaved!!!"
"You'll love them to bits!!!" he says ;) as he invites you to meet all of them on their special website (created especially for this campaign). The website would also contain the game presented earlier.
I figure our target audience would be captured best in the Internet, digital medium, rather than in a PR event. They are young kinds and teenagers, easily distracted, more interested in games and Internet than other visual means or types of gatherings. If the game catches on, they would be able to create a Pepermi Bits community, an online network of children loving and bragging about their game scores or their favorite Peperami Bit character.

Peperami Bits Sala(r)my Knife

A Bit's best friend