The Execution:
Objective:
The key objectives of the DVC were to:
Reinforce Bisconni Chocolate Chip Cookies as a top snack choice for families and children.
Reiterate the product’s unique value of having “More Chips in Every Bite.”
Leverage Ali Rehman’s star power and the playful nature of Cookiemon to create a fun, memorable, and shareable piece of content.
Create a positive emotional connection with the audience through relatable, lighthearted humor.
Drive product recall and encourage consumers to purchase Bisconni cookies by showcasing them as the perfect snack for any occasion.
Concept and Execution:
Creative Concept: The narrative for this DVC revolves around a fun, relatable interaction between Ali Rehman and his young nephew, with Cookiemon playing a supporting role to add humor and energy. The storyline takes place in a family setting, where Ali and his nephew are engaged in a friendly gaming competition. However, the real “game” becomes about who can get their hands on a pack of Bisconni Chocolate Chip Cookies, leading to a fun and memorable exchange between the characters.
Visual Style and Tone: The visual style of the DVC was warm and family-oriented, using bright colors and cozy home settings to create a relatable and welcoming atmosphere. The interactions between Ali, his nephew, and Cookiemon were shot with playful energy, ensuring that the humor and emotional connection came through clearly.
Cinematic Shots: The DVC utilized close-ups of the cookies to showcase their rich texture and chocolate chip content, making them appear delicious and tempting to the audience. The scenes between Ali and his nephew were framed to highlight their playful banter and the lighthearted nature of the storyline.
Playful Tone: The overall tone of the DVC was upbeat and fun, with moments of gentle competition and humor between the characters. This created a positive, family-friendly atmosphere that resonated with both kids and adults.
Cookiemon’s Role: Cookiemon played a vital role in bringing a sense of joy and energy to the DVC. His entrance into the scene with the cookies was both humorous and endearing, and his interaction with the nephew helped shift the mood from frustration to happiness. Cookiemon’s character added an extra layer of fun to the commercial, making it more memorable and engaging for the audience.
Digital and Social Media Strategy: The DVC was designed to be highly shareable across social media platforms like YouTube, Facebook, and Instagram, where family-oriented, humorous content performs well. The short, punchy format made it ideal for digital consumption, especially for snackable content on platforms like TikTok.
Teaser Clips: Short teaser clips featuring the exchange between Ali and his nephew were shared on social media to build anticipation for the full DVC. These clips were designed to encourage viewers to watch the entire commercial and engage with the brand.
Hashtag Campaign: The campaign was supported by the hashtag #MoreChipsInEveryBite, encouraging users to share their favorite moments of enjoying Bisconni cookies with their family. This helped increase audience engagement and drive awareness of the product.