As an OG within the section, with quirkiness in its promoting historical past, Bare plans to make use of “When Thungry” as an evergreen tagline with myriad executions, per Thompson. He mentioned the darkish humor made sense for the goal demo and “felt true to our model fairness.”
“It’s a relatable concept—two emotions directly—and it’s a really good bridge to the story of our model, ‘a drink you possibly can meals,’” Thompson mentioned. “It’s an idea with an emotional hook and a whole lot of inventive breadth.”
Comedy chops
The complete tagline, “When Thungry, Get Bare: The Drink You Can Meals,” may very well be thought of a religious and grammatical cousin of Postmates’ long-running cravings-based slogan, “When all you possibly can meals is consider.”
“When Thungry” comes from legendary director Tom Kuntz, recognized for classics like the unique Previous Spice “The Man Your Man May Odor Like” and Skittles “Beard,” together with a raft of Tremendous Bowl spots resembling Tubi’s “Rabbit Holes.”
Creatives at Fig had the kernel of the marketing campaign embedded within the pitch for Bare’s enterprise final yr, and it developed after the indie store landed company of report standing, in line with Justine Armour, chief inventive officer and associate.
The temporary was to “assist Bare get its swagger again,” Armour instructed ADWEEK, “which gave us permission to be extra playful and to have a way of audacity within the work and to lean into one thing extra entertaining.”
‘Darkish fact’
That opened the door for a sort of humor that’s not typically seen in right this moment’s risk-averse commercials.
“We went for the unexpressed darkish fact, as a result of that’s stunning and also you haven’t heard it earlier than—that’s what makes it humorous,” Armour mentioned. “Many consumers don’t need their model to have any darkness, and you find yourself with work that has a goofy, wacky vitality.”
Apart from being an eye catching setup, there’s a direct callback to the model’s attributes, she mentioned.
“The shopper gave us the latitude to discover duality,” Armour mentioned. “It looks like there’s some cheeky knowledge in that idea.”
