W&K London rolls out Cravendale Straws digital drive

Wieden & Kennedy London has created a digital campaign for Cravendale's "epic straws" on-pack promotion.

The work for Cravendale is part of agency's "catnapped" campaign. It features the return of mastermind feline Bertrum Thumbcat, brainwashing a milkman.

The "epic straws" promotion is giving away sets of straw packs. They contain a number of clear straws and coloured plastic connectors that can be adjusted to make different shaped and sized straws.

The on-pack promotion supplies consumers with a unique promotional code that can be entered   on to a dedicated site, www.epicstraws.co.uk, created by Outside Line.

Consumers can choose one of three straw variations – "the secret slurper", "the cereal snapper" or "the bottle burglar".

Cravendale returned to TV last month with a second push for its "cats with thumbs" strategy.

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Brands that forge an emotional tie are best protected from copycats
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1 Brands that forge an emotional tie are best protected from copycats

Forging an emotional tie with consumers is one of the strongest ways to protect your brand. Products can be copycatted, but the distinctive identity of a true brand can never be replicated argues Nir Wegrzyn, CEO of BrandOpus.

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