V8 Brand Feature “Super Seniors”
Posted by admin at 11:53 am
Campaign Helps Reinforce the Importance of Getting More Vegetables
CAMDEN, N.J.–(Business Wire)–
The V8® brand is updating its classic “Could’ve Had A V8” advertising campaign
with a new twist to motivate people to get more vegetables in their diets. “Long
Live Vegetables” features real people, over the age of 60, who all have two
things in common – they’re extraordinarily active for their age, and they drink
V8 100% vegetable juice nearly every day.
In the ads, an 83-year-old competitive water skier, 66-year-old wingsuit flyer
and 67-year-old stunt car driver are seen in action, but their ages aren’t
obvious. As the ads play out, the truth is revealed, creating a “wow” moment for
viewers. The spots end with: “‘Could’ve had a V8,’ she/he just did.”
This is the first time the V8 brand has used real people in its advertising, as
opposed to actors. Senior Brand Manager Greg Dolan said the idea of using “super
seniors” was born out of the brand’s mission to help nourish people’s lives and
motivate them to get more vegetables every day, as part of a healthy, active
lifestyle.
“For most people, the expectation is that getting older means slowing down,”
said Dolan. “We took a different approach with ‘Long Live Vegetables’ by using
real people’s extraordinary stories as inspiration for everyone to live life to
the fullest, no matter what their age.”
In fact, the casting call specifically sought adults over the age of 60 who
engaged in strenuous activity, had a youthful vibrancy and would be seen as
everyday heroes to typical people. And, of course, they had to be regular V8
drinkers.
One of the people selected for the ads, 83-year-old Frances Woofenden of West
Palm Beach, Fla., said she hopes this campaign excites people to try new things,
including getting more vegetables in their diets.
“When I heard about the search for people to star in the ‘Long Live Vegetables’
campaign, I was excited to try out. I love V8, and I want to help educate others
about how easy and important it is to get more vegetables in your diet,” said
Woofenden. “Eating healthy and getting regular exercise have been key factors in
my ability to competitively water ski at the age of 83, and if I can do it, I
believe others can too.”
More about the Stars
* Frances Woofenden, 83, from West Palm Beach, Fla., is a competitive water
skier. Woofenden took up water skiing at the age of 50, skis five days a week on
Lake Okeeheelee, competes in regional championships and has dozens of medals.
* Jim Hickey, 66, from Claremont, Calif., is a skydiver. In May 2006, Hickey
took his first jump and has since conducted 1,700 jumps, mastered the wingsuit
and has started BASE jumping, which involves jumping off fixed objects, like
buildings and cliffs.
* Jeannie Epper,67, from Simi Valley, Calif., has performed stunts in more than
200 films and TV shows and is best known as Lynda Carter’s stunt double in the
Wonder Woman series. She also is the first female recipient of the Taurus
Lifetime Achievement Award, the stunt industry’s most prestigious honor.
More about the Campaign
In addition to the three television commercials, the “Long Live Vegetables”
campaign also includes four print ads that feature two other personalities, Dr.
Sherman Bull, the oldest person to summit Mt. Everest at the age of 64 and Joyce
Gladstone, 75, winner of the senior karate board-breaking championship. The
campaign, created by Young & Rubicam, New York, will run on television, in print
publications and online starting in November.
The vision to use everyday people in the “Long Live Vegetables” campaign instead
of actors is something Campbell Soup Company has been doing more regularly this
year in its advertising campaigns. The “Help Grow Your Soup” campaign for
Campbell’s condensed soups features real farmers. In Canada, Campbell’s campaign
entitled “Rediscover. Campbell’s” showcases the role Campbell employees played
in shaping the company’s sodium reduction efforts.
About the V8 Brand
As the leaders in providing vegetable nutrition for more than 75 years, the V8
brand is committed to providing easy, great tasting, innovative solutions to
help all Americans get more vegetables.
Today the portfolio of products includes V8 100% vegetable juice, which provides
two servings (1 cup) of vegetables in every 8-ounce glass, and V8V-Fusion® 100%
juice, a blend of vegetables and fruit juices with a sweeter taste, which
provides a full serving of vegetables and a full serving of fruit in every
8-ounce glass. This year the brand also introduced new Campbell’s®V8® soups,
which provide a full serving of vegetables in every bowl.
For more information about theportfolio of V8 products visit www.v8juice.com.
About Campbell Soup Company
Campbell Soup Company is a global manufacturer and marketer of high-quality
foods and simple meals, including soup, baked snacks, and healthy beverages.
Founded in 1869, the company has a portfolio of market-leading brands, including
“Campbell’s,” “Pepperidge Farm,” “Arnott’s,” and “V8.” For more information on
the company, visit Campbell’s website at www.campbellsoup.com.
Campbell Soup Company
Juli Mandel Sloves
856-342-3717
juli_mandel_sloves@campbellsoup.com
or
Weber Shandwick
Patricia Walli
312-988-2019
pwalli@webershandwick.com
Copyright Business Wire 2008