Continental has launched its new global campaign 'Love at First Taste' via MullenLowe, London.
The campaign combines a thought provoking film with an interactive tool that provides an innovative platform to celebrate our shared love of food and encourage discovery around flavour preferences, all backed by an online global research project. To inform the campaign, Unilever asked 12,000 people in 12 countries what flavour means to them, to get a genuine understanding of the crucial role it plays in everyday life.
VIEW THE FILM
One of the key findings of Unilever's research was that over 3 in 4
people (78%) are more likely to be attracted to someone who enjoys the
same flavours. To test this theory, Continental conducted a social
experiment with a twist - pairing complete strangers on a surprisingly
intimate first date. The couples were matched only by their love of the
same flavours, discovered using the Continental Flavour Profiler, to see
if a shared passion for certain tastes would create chemistry between
the couples.
The results of the experiment were captured in
Continental's Love At First Taste film, directed by Tatia Pilieva, the
director behind viral sensation 'First Kiss' which won a Gold Lion at
Cannes in 2014.
This campaign is part of a wider drive to develop
a more contemporary approach to communicate with Continental's
consumers and sees the launch of a new brand evolution for one of
Unilever's largest brands. Continental is targeting this new generation
of food-obsessives who see social media as the place to share recipes,
pick up tips from bloggers and vloggers, upload #foodporn dishes onto
Instagram and share their foodie discoveries.
Says Katja Thies,
marketing director at Unilever: "There has never been a better time to
be a food brand. Continental are taking a lead in this exciting moment,
where food culture really has become pop culture, where chefs are the
new celebrities and foodie bloggers can pull in millions of followers.
It is at the heart of everything we do at Continental and we are
delighted we share our passion with so many around the world. Our
provocation to consider flavour in the quest to connect with others is a
fun way to put its importance to the ultimate test."
Says Tom
Hudson, global creative director, MullenLowe: "In a world where millions
of people are searching for love, flavour is the part of your personal
profile that everyone's ignored, until now. Imagine going on a date with
someone not because of the way they looked, but because of the flavours
you had in common. We tried it and watched personalities come alive and
connections sizzle. There is no question after this, flavour is more
powerful than you think."
Based on the insatiable desire that
people have to learn more about themselves and share this expression of
their individuality with their friends via social media, Continental has
also created an innovative Flavour Profiler, leveraging cognitive
intelligence, which will sit on the Continental Love at First Taste site
and serve up tailored recipe recommendations. This bespoke tool
provides consumers with a new and different way to learn more about
themselves by discovering which of the 12 flavour profiles they are:
Salty Adventurer; Roasted Romantic; Gracious Grazer; Tangy Dynamo; Meaty
Warrior; Spicy Rebel; Sweet Seeker; Deep Sea Dreamer; Rustic Ranger;
Earthy Idealist; Mustard Maverick or Melty Indulger.
Client Name: Continental, Unilever
Campaign Name: Love At First Taste
Agency: Mullen Lowe
Global Creative Director: Tom Hudson
Managing Partner, Strategy: Rebecca Morgan
Global Business Director: Richard Ellis
Senior Art Director: Bryan Carroll
Senior Copywriter: Aroon Mukhey
Executive Creative Director: Margaret Keene
Chief Creative Officer: Mark Wenneker
Global Account Manager: Izzy Falcon
Agency Producer: Nicholas Kurs
Proudction Assistant: Camille Hanish-Oakes
Jenny Barthe: Strategist
Local agency: Media and PR
Media Agency: PHD
PR Agency: Liquid Ideas
TVC "Love At First Taste"
Director: Tatia Pilieva
Production Company: Pulse Films
Production Company Producer: Neil Andrews
Director of Photography: Andre Lascaris
Editor: Garret Price
Music: Joel P. West
Post Production: Framestore
Audio Post Production - Nathan Dubin at Margarit Mix
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