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Unilever serves up a new character with a side of emotion, in a new integrated campaign from DDB that promotes reduced-sodium Knorr Sidekicks products.
Viewers are introduced to “Salty” the animated saltshaker in the 30-second national TV spot that launched Monday. The ad opens with Salty looking at a side dish of rice, before he notices the package of Sidekicks that has 25% less sodium.
Salty feels redundant, and decides to leave home. He walks through the city streets, in the pouring rain while Michael Bolton’s “How Am I Supposed to Live Without You” plays in the background.
Salty stops on a fire escape outside of an apartment, and watches a family enjoying dinner.
The female voiceover explains that Sidekicks is great tasting, and with less salt. “It’s something everyone will appreciate…well almost everyone,” she says as salt starts to pour out of the shaker’s eyes.
Tasha Gladman, brand development director for Knorr, said Salty is intended to be a charming way to bring the brand’s message to life.
“Sidekicks is a family brand, so I think it’s a very engaging way of capturing that particular market,” she said.
Salty won’t necessarily become the brand’s new mascot, said Andrew Simon, creative director at DDB’s Toronto office. The agency will wait and see how Salty resonates with consumers and if he’s appropriate for other campaigns, he said.
The ads have a very functional message, and the challenge was to form an emotional connection with the brand.
“To make people care about a saltshaker is pretty unique–with the help of Michael Bolton, of course,” joked Simon.
The campaign includes magazine, direct mail and banner ads.
Full-page ads are running in August issues of publications like Canadian Living. Some of the insertions also include recipes, said Gladman.
PHD handled the media buy.
