{"id":33400,"date":"2020-05-02T08:57:30","date_gmt":"2020-05-02T13:57:30","guid":{"rendered":"https:\/\/adpulp.wpengine.com\/?p=33400"},"modified":"2020-05-02T08:57:30","modified_gmt":"2020-05-02T13:57:30","slug":"to-make-your-bahlsen-cookies-last-you-better-hide-them","status":"publish","type":"post","link":"https:\/\/www.adpulp.com\/to-make-your-bahlsen-cookies-last-you-better-hide-them\/","title":{"rendered":"To Make Your Bahlsen Cookies Last, You Better Hide Them"},"content":{"rendered":"<p>The Sea of Sameness is always a problem in advertising. Now that brands are careful to not offend and people are working from home, making production a challenge, the Sea of Sameness is on the rise.<\/p>\n<p>What&#8217;s missing from the well-meaning parade of pandemic times ads is human connection. It&#8217;s <em>been<\/em> missing, but it&#8217;s missing from our lives now more than ever.<\/p>\n<p>Ads that work are built on such insights.<\/p>\n<h2>Here&#8217;s An Ad Campaign That Works<\/h2>\n<p>Here&#8217;s an ad for Bahlsen Cookies, the legendary German treat, that works from <a href=\"https:\/\/www.looney-advertising.com\/\">Looney Advertising<\/a> in Montclair, New Jersey (a.k.a. Brooklyn West):<\/p>\n<p><span class=\"embed-youtube\" style=\"text-align:center; display: block;\"><iframe loading=\"lazy\" class=\"youtube-player\" width=\"640\" height=\"360\" src=\"https:\/\/www.youtube.com\/embed\/i5hvfyh8UxQ?version=3&#038;rel=1&#038;showsearch=0&#038;showinfo=1&#038;iv_load_policy=1&#038;fs=1&#038;hl=en-US&#038;autohide=2&#038;wmode=transparent\" allowfullscreen=\"true\" style=\"border:0;\" sandbox=\"allow-scripts allow-same-origin allow-popups allow-presentation allow-popups-to-escape-sandbox\"><\/iframe><\/span><\/p>\n<p>The ad works, because the desire for a cookie is a real human impulse, and now that so many people are home all day, there&#8217;s a clear need to hide your favorite cookies from yourself and from any other cookie eaters in the household (that&#8217;s the insight).<\/p>\n<p>When you have insight into real human impulses in your customers, you&#8217;re ready to make effective advertising.<\/p>\n<p>Looney also presents the case for Bahlsen cookies\u2014<a href=\"https:\/\/us.bahlsen.com\/\">the high end packaged goods brand from Hanover, Germany<\/a>\u2014in a series of punchy headline-driven ads.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-33406\" src=\"https:\/\/adpulp.wpengine.com\/wp-content\/uploads\/2020\/05\/DessertAllDay.png\" alt=\"\" width=\"750\" height=\"750\" srcset=\"https:\/\/www.adpulp.com\/wp-content\/uploads\/2020\/05\/DessertAllDay.png 750w, https:\/\/www.adpulp.com\/wp-content\/uploads\/2020\/05\/DessertAllDay-300x300.png 300w, https:\/\/www.adpulp.com\/wp-content\/uploads\/2020\/05\/DessertAllDay-150x150.png 150w, https:\/\/www.adpulp.com\/wp-content\/uploads\/2020\/05\/DessertAllDay-100x100.png 100w\" sizes=\"auto, (max-width: 750px) 100vw, 750px\" \/><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-large wp-image-33407\" src=\"https:\/\/adpulp.wpengine.com\/wp-content\/uploads\/2020\/05\/EmotionalSupport.png\" alt=\"\" width=\"750\" height=\"750\" srcset=\"https:\/\/www.adpulp.com\/wp-content\/uploads\/2020\/05\/EmotionalSupport.png 750w, https:\/\/www.adpulp.com\/wp-content\/uploads\/2020\/05\/EmotionalSupport-300x300.png 300w, https:\/\/www.adpulp.com\/wp-content\/uploads\/2020\/05\/EmotionalSupport-150x150.png 150w, https:\/\/www.adpulp.com\/wp-content\/uploads\/2020\/05\/EmotionalSupport-100x100.png 100w\" sizes=\"auto, (max-width: 750px) 100vw, 750px\" \/><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-large wp-image-33408\" src=\"https:\/\/adpulp.wpengine.com\/wp-content\/uploads\/2020\/05\/Maybe-Youre-Not-In-The-1-1024x1024.png\" alt=\"\" width=\"1024\" height=\"1024\" srcset=\"https:\/\/www.adpulp.com\/wp-content\/uploads\/2020\/05\/Maybe-Youre-Not-In-The-1-1024x1024.png 1024w, https:\/\/www.adpulp.com\/wp-content\/uploads\/2020\/05\/Maybe-Youre-Not-In-The-1-300x300.png 300w, https:\/\/www.adpulp.com\/wp-content\/uploads\/2020\/05\/Maybe-Youre-Not-In-The-1-150x150.png 150w, https:\/\/www.adpulp.com\/wp-content\/uploads\/2020\/05\/Maybe-Youre-Not-In-The-1-768x768.png 768w, https:\/\/www.adpulp.com\/wp-content\/uploads\/2020\/05\/Maybe-Youre-Not-In-The-1-100x100.png 100w, https:\/\/www.adpulp.com\/wp-content\/uploads\/2020\/05\/Maybe-Youre-Not-In-The-1.png 1080w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/p>\n<h2>#BahlsenMakesItBetter Before, During, and After the Pandemic<\/h2>\n<p>Looney shot the first commercial (above) just before the pandemic hit the U.S. The spot taps into the universal truth that people like to hoard their favorite snacks, a truth that is more prescient now with people staying home with their entire family.<\/p>\n<p>Good timing is a welcome form of good fortune.<\/p>\n<p>All the other communication pieces and photography were created <em>during<\/em> social distancing.<\/p>\n<p>In related news, Looney is finalizing a build-out of its new 7,000 square foot production studio. According to Sean Looney, &#8220;We will be wearing hazmat suits so we can continue shooting. As an industry, we have to be creative and keep the wheels of capitalism turning.&#8221;<\/p>\n<h2>Post-Cookie Workouts &#8230; A Factor In the Agency&#8217;s Success<\/h2>\n<p>&#8220;In a crisis, you find out what you&#8217;re made of, and our team has some serious mojo,&#8221; Sean and Debbie Looney said in <a href=\"https:\/\/www.looney-advertising.com\/blog\/letter-from-the-founders\">a statement<\/a> on the agency&#8217;s website.<\/p>\n<p>Maybe the agency has mojo because they eat premium cookies and then work out on another important client&#8217;s <a href=\"https:\/\/www.gymsource.com\/\">home gym equipment<\/a>.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-33409\" src=\"https:\/\/adpulp.wpengine.com\/wp-content\/uploads\/2020\/05\/Endorphins.png\" alt=\"\" width=\"864\" height=\"256\" srcset=\"https:\/\/www.adpulp.com\/wp-content\/uploads\/2020\/05\/Endorphins.png 864w, https:\/\/www.adpulp.com\/wp-content\/uploads\/2020\/05\/Endorphins-300x89.png 300w, https:\/\/www.adpulp.com\/wp-content\/uploads\/2020\/05\/Endorphins-768x228.png 768w\" sizes=\"auto, (max-width: 864px) 100vw, 864px\" \/><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-large wp-image-33410\" src=\"https:\/\/adpulp.wpengine.com\/wp-content\/uploads\/2020\/05\/GS_WindowsCREATIVE_4.29.204-603x1024.png\" alt=\"\" width=\"603\" height=\"1024\" srcset=\"https:\/\/www.adpulp.com\/wp-content\/uploads\/2020\/05\/GS_WindowsCREATIVE_4.29.204-603x1024.png 603w, https:\/\/www.adpulp.com\/wp-content\/uploads\/2020\/05\/GS_WindowsCREATIVE_4.29.204-177x300.png 177w, https:\/\/www.adpulp.com\/wp-content\/uploads\/2020\/05\/GS_WindowsCREATIVE_4.29.204-768x1303.png 768w, https:\/\/www.adpulp.com\/wp-content\/uploads\/2020\/05\/GS_WindowsCREATIVE_4.29.204-905x1536.png 905w, https:\/\/www.adpulp.com\/wp-content\/uploads\/2020\/05\/GS_WindowsCREATIVE_4.29.204.png 961w\" sizes=\"auto, (max-width: 603px) 100vw, 603px\" \/><\/p>\n<p>Sean Looney said, &#8220;We&#8217;ve created an integrated campaign for Gym Souce that has produced results and kept people in a more positive frame of mind.&#8221;<\/p>\n<p>PREVIOUSLY ON ADPULP.COM: <a href=\"https:\/\/adpulp.wpengine.com\/benzel-busch-says-before-you-buy-the-car-buy-into-the-dealership\/\">Benzel-Busch Says, \u201cBefore You Buy the Car, Buy Into the Dealership\u201d<\/a> and <a href=\"https:\/\/adpulp.wpengine.com\/birds-are-way-cool-lets-save-them\/\">Birds Are Way Cool\u2014Let\u2019s Save Them<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>The Sea of Sameness is always a problem in advertising. Now that brands are careful to not offend and people are working from home, making production a challenge, the Sea of Sameness is on the rise. What&#8217;s missing from the well-meaning parade of pandemic times ads is human connection. It&#8217;s been missing, but it&#8217;s missing [&hellip;]<\/p>\n","protected":false},"author":3,"featured_media":33401,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","jetpack_post_was_ever_published":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[3,127],"tags":[],"class_list":{"0":"post-33400","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-agencies","8":"category-creative-review","9":"entry"},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.0 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>To Make Your Bahlsen Cookies Last, You Better Hide Them - Adpulp<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.adpulp.com\/to-make-your-bahlsen-cookies-last-you-better-hide-them\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"To Make Your Bahlsen Cookies Last, You Better Hide Them - Adpulp\" \/>\n<meta property=\"og:description\" content=\"The Sea of Sameness is always a problem in advertising. Now that brands are careful to not offend and people are working from home, making production a challenge, the Sea of Sameness is on the rise. What&#8217;s missing from the well-meaning parade of pandemic times ads is human connection. 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