NEW YORK: Capitalizing on its target consumers' fervor for Hollywood gossip and portion-controlled diets, Unilever has teamed its I Can't Believe It's Not Butter spray and Wish-Bone Salad Spritzers brands for a series of celebrity-studded weekly webisodes.
The "Sprays in the City," episodes, which roll out online through July 18, document the adventures of I Can't Believe It's Not Butter heroine Spraychel as she hangs out in the "Big City Fridge," dodging the "pizzaratzi" in her search for low-cal luxuries and true romance.
Unilever has presented Spraychel webisodes twice before, but targeted an older demo in the past, with a soap-opera parody and a murder mystery, said Alexis Tedesco, account executive at New York-based M Booth & Associates. This year, the focus is more comical, meant to generate buzz among gossip and celebrity blogs.
To engage Young Hollywood-fixated consumers, M Booth tapped Extra's Mark McGrath to serve as the campaign's national spokesperson, giving hints about Spraychel's "It Girl" lifestyle via satellite media tour. McGrath also appears -- along with Project Runway star Tim Gunn, and romance VIP Fabio -- as a character in the webisodes.
New this year, too, is Spraychel's best friend Spritzy, the animated personification of Wish-Bone Salad Spritzers. Another fresh hook is each episode's cliffhanger: At the conclusion of every webisode, viewers are encouraged to further the storyline by voting on their preferred ending. The following week, viewers can tune back in to see which ending won, and enter to win $100 American Express gift cards, a $10,000 shopping spree, and a trip to New York.
In addition to the blogs, consumers are being driven to the Story Worldwide-designed site www.spraysinthecity.com by online banners, 30-second Hollywood gossip show-parodying TV spots, and glossy-mag print ads mimicking celebrity "Hot or Not" lists.