I Have An Idea

BEFORE & AFTER EXECUTION
April 07|2003

When I first took on Rold Gold last year, I was looking for something simple and direct, and since the pretzel was shaped like a heart, I decided to play along with that idea... I came up with the "Tasty love affair" tag-line. I thought it made a strong emotional connection.

When the Creatives looked at it, they said it was too soft and it needed some more work! So it was time for revamping.

The strategy had to be re-evaluated; I figured the target audience was between 16-25yrs, male/female. The objective was to increase the popularity of the snack among a younger crowd. I still liked the tag-line. And I liked the idea that it had double meaning.

So my solution was this; I wanted to depict "love-affair" scenarios that most young people can relate to. Whether it'd be at the park, in the car, or under the desk. It was all about experience. They are being spotted by someone (the viewer), who witnesses these actions, but remains distracted by
tasty pretzels.

To take this further, I thought about Rold Gold setting up a contest where people would submit their favorite "love stories" that they wish to share. The winner of course, gets loads of pretzels. This would become more interactive and give the audience a fresh take on the product.

I would love to hear your feedback on either of these pieces. Thanx for your time.

alek.

lovesite2 (117k image)

loveaffair2 (155k image)

"I like the first one better...but excellent work alek!"
Posted by Star on October 23/2003

"Gracias!!!"
Posted by alek on April 09/2003

"brillante consejo mi amigo!"
Posted by jay on April 09/2003

"Thanx for all your comments. It's nice to know that there are people out there that take some time to help others. Keep it coming."
Posted by alek on April 08/2003

"Rold Gold stuff:
It's a leap to think that people are going to see a heart in the pretzel shape. Besides love and pretzels don't seem to make a good combination, unless your thinking about 'new positions' wink wink.

The term 'Love at first site' is an unoriginal cliche. That means your art has to really be bent, or wildly opposite to the line.

The second ad is creepy and makes no sense. Why am I going to buy pretzels after seeing these ads?

Why not focus on a BENEFIT. Maybe how good they taste?

Just trying to help."
Posted by Pedro on April 08/2003

"http://www.geocities.com/kinghangleung/

It just goes to show that a solid portfolio doesn't need a flashy site with its own domain name. Geocities works just fine."
Posted by Kevin on April 08/2003

"What is the link to that kid's book at rethink? thanks, mister."
Posted by Julie on April 07/2003

"Honestly though. I think the main concept might be a step in the wrong direction. I don't really think of romance when I think of pretzels. I understand you're trying to do something different, but I think the concept should be derived from the product, not juxtaposed on top of it."
Posted by Justin on April 07/2003

"Do they have a Rold Gold Pretzel with cheese? They should for your head bump ad? It would work...I'm going to get some now...maybe I'll bump in to someone at Dominion"
Posted by jay on April 07/2003

"sorry - these aren't so good.
go to the rethink website and look at the kid they just hired. THAT is a good book. Aim to be there. Best of luck."
Posted by A Person on April 07/2003

"I had another idea, where a pretzel drops on the floor, and a guy is reaching down for it at the same time as the girl. They end up smacking their heads into each other, creating a "tasty love affair". How's that?"
Posted by alek on April 07/2003

"How about a pub with a lonely sole posted at the bar drinking himself to happiness on his barstool...raises up his glass a few times as per usual and then dips his hand into the snack bowl to pull out a pretzel. When he brings it inches away from his mouth he looks through it and spots the woman of his dreams. Smiles. And his life gets better, blah, blah , blah(sorry for the ramble. was trying to paint something)"
Posted by jay on April 07/2003

"How bout cupid with an arrow that has a pretzel for an arrowhead?"
Posted by Justin on April 07/2003

"I guess you can say... being in the wrong place, at the wrong time as you're snacking away. Maybe it's a story worth sharing during your break."
Posted by alek on April 07/2003

"I like the 2nd one better, but find it somewhat creepy that someone is standing outside the car of a couple making out holding up a pretsel -- anyone else find this a tad disturbing?"
Posted by t on April 07/2003

"I like the second one MUCH BETTER than the first one.

But I can see the association with the recent McDonalds ads....

Either way, its much stronger now!"
Posted by Corina on April 07/2003

"have you recently been looking at mcdonalds ads? it's cute.. very similar though.... I like it"
Posted by d on April 07/2003