Since there are hundreds of people creating their own Ice Bucket Challenge videos for ALS, it's no surprise that several brands are now getting in on the action too. Although there are a few brands that seem to forget that the campaign is primarily for the purposes of raising awareness, Pillsbury's take on the challenge manages to be fun and respectful without seeming like a blatant product advertisement.
This ALS Ice Bucket Challenge features Poppin' Fresh the Pillsbury Dough Boy getting doused with icy cold water. Afterwards, the adorable doughy mascot comes to the realization that dough tends to get rather sticky when it's wet. This is all done without words, which is helpful in keeping the tone of the Pillsbury video light and amusing. Of course, Pillsbury notes that a "dough-nation" was made to the cause and to keep things going, the GEICO Gecko has been nominated next.
Doughy Ice Challenges
Pillsbury's Ice Bucket Challenge Video Stars a Brave Poppin' Fresh
Trend Themes
1. Brand Ice Bucket Challenges - Brands embracing viral challenges (like the ALS Ice Bucket Challenge) to engage audiences and increase visibility and reputation
2. Mascots in Viral Videos - Companies using their mascots to represent their brand in playful ways and capitalize on social media trends
3. Sponsorship of Charitable Campaigns - Companies supporting charitable campaigns through donations and participation to increase brand goodwill and social impact
Industry Implications
1. Marketing and Advertising - Opportunities for companies to leverage social media trends to create buzz and connect with customers in innovative ways
2. Food and Beverage - Companies using playful and creative marketing approaches to engage audiences and increase brand awareness
3. Charitable Organizations - Opportunities for organizations to partner with brands to increase fundraising and awareness efforts and create more impactful campaigns