Durst Group adds open house twist to FESPA showcase
Spanish Durst customer, Nivell Publicitari, will showcase the manufacturer’s print solutions live at its Barcelona facility during this year’s FESPA Global Print Show
The OOH company has highlighted some of the best FMCG advertisements
Out of home (OOH) company Clear Channel, has highlighted a number of advertisements and creative uses of its various media locations throughout the UK.
The article points out the struggles facing many industries over the past year, especially on fast-moving consumer goods (FMCG).
Due to struggles such as supply chain issues, HFSS regulations, and the cost-of-living crisis, Colin Horan, strategic partner for FMCG at Clear Channel has brought attention to the impactful ways brands have captured the attentions of the public.
Horan says: “The campaigns I’ve chosen reflect the multitude of ways in which advertisers are using the channel, from awareness-driving new product development (NPD) launches and contextual sales activations, right through to those creating fame and generating mass talk-ability.”
Many of the campaigns highlighted by Horan have been commended for their simplicity and ability to cut through the noise.
Adverts from the likes of Irn-Bru, Hellmann’s, and Diet Coke were listed for their ability to grab audiences’ attention with the power of OOH.
Irn-Bru was also a notable example due to its use of humour, something surprisingly rare in OOH ads. According to media measurement company Kantar only 15% of OOH ads use humour, compared to 37% of ads which use it on TV.
Irn-Bru was just one brand that drove advertising and brand awareness in 2022 with campaigns such as the return of the Irn-Bru Snowman across the streets of Scotland and the giveaway of Irn-Bru Extra cans on a specially built billboard.
Clear Channel also highlighted the use of sustainability like Inch’s Cider collaborating with Patch Plants. Horan states: “Every element of the installation was environmentally conscious, the poster skins were coated with ‘Pureti’ to absorb harmful pollutants from the air and once the campaign ended, the poster skins were turned into Inch’s branded tote bags.”
The honour of most talked about campaign in the FMCG space was Muller Corner’s clever multi-format broadcast which was named by Kantar as most creatively effective OOH ad in September 2022.
Horan notes the “icing on the cake” was the special build which physically bent the corner of the 48 sheet to replicate Muller Corner yoghurts.
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