Fans' dreams become reality with new Tervis ad campaign
Casual Living Staff -- Casual Living, August 2, 2012
We all know someone who is the "ultimate fan." The guy who paints his face every football Sunday or re-enacts superhero battles with antique action figures (still in boxes), and the girl who lets loose her inner princess by sporting a tiara.
Insulated drinkware manufacturer Tervis is teaming up with branding and ad agency Sterling-Rice Group to reward those die-hard fans with its newest ad campaign that encourages people to "Be a fan. Even when you can't be."
"At Tervis, we're totally on board with what it means to be an 'ultimate fan,'" said Rich Kaplan, president of sales and marketing and chief brand officer. "This campaign embodies the 'Full of Fun' personality of Tervis; there's truly something for everyone no matter what your personality or passion."
The ads feature costumed ultimate fans living out their dreams in unlikely situations, like a corporate meeting, an elevator, at the DMV and on the beach. Through the ad campaign Tervis is encouraging customers to express their passions through their drinkware, even in the board room.
"We had success with our first-ever national ad campaign last year, so we knew we'd continue efforts this year. The challenge was landing on the right concept. This year's campaign not only helps inform newbies to Tervis of our brand benefits, but really showcases our fun, witty personality," said Kathy Greif, Tervis marketing director.
Tervis has thousands of different designs for fans to choose from, including license agreements with most major sports teams and colleges, as well as other beloved brands. Tervis drinkware keeps hot drinks hot and cold drinks cold, reduces condensation, is virtually unbreakable, is microwave and dishwasher safe, and is made in America.
"When developing the media plan around this campaign, it was crucial that we help Tervis hit their mark by targeting audiences who are passionate about their hobbies and interests," said Jennifer Jones, managing director at Sterling-Rice Group. "The plan includes a wide assortment of popular consumer titles and online sites that appeal to people who are enthusiasts about everything from sports to sci-fi to pop culture."
Tervis' push for customers to let their ultimate fan flags fly also includes two social media campaigns. The first asks Web visitors to post their own captions for the ads. For instance, what would a guy decked out in scuba gear be thinking as he's standing in a crowded elevator filled with office workers?
The second is an ultimate "Fan-tasy Contest" that encourages consumers to submit photos of themselves proving end-all be-all when it comes to being a true fan -- everything from dressing like the character they love to creating a shrine in their living room dedicated to their favorite athlete. These photos can then be shared via social media networks where they will be voted on by other Tervis fans - or Tervo-maniacs as they're affectionately called - and a panel of judges. One Grand Fan-tasy prize will be awarded during each monthly themed contest. All entries will receive a special offer on purchases at tervis.com.