February 22, 2008

Bob's Big Break - Tassimo in the Office

tassimo_bob.jpg

Tassimo is at it again with a rather interesting and unique piece of marketing here in the US. Bob's Big Break is a set of webisodes promoting the Tassimo Hot Beverage System. The humorous series follows the misadventures of Bob, the guy in the office who has appointed himself in charge of special projects that have little to do with actual work. Each episode gives viewers the chance to determine Bob's future at the office and also to submit their own stories of "Bob-like" characters in their own work places. The winning viewer submission will be filmed as the next "Bobisode." The series can be viewed at www.whohiredbob.com and via targeted Google placements.

We hope this leads to a real spot on The Office for Tassimo. Imagine Dwight and Michael having an espresso show down? One thing we noticed was how the webisodes and site try to make it the point that Tassimo is not really for the "office" per se, but is a home machine. We think the concept of the webisodes being so "Office" like, had to override the fact the Tassimo is truly a home hot beverage system.

TASSIMO Hot Beverage System Launches Unique Online Marketing Program

'Webisodes' Entertain and Engage Viewers

NEW YORK, Feb. 20 /PRNewswire/ -- The TASSIMO hot beverage system is giving direct marketing a significant make-over in a new marketing effort. The brand is engaging consumers online with a new series of "webisodes" entitled "Who Hired Bob?".

The humorous series follows the misadventures of Bob, the guy in the office who has appointed himself in charge of special projects that have little to do with actual work. Each episode gives viewers the chance to determine Bob's future at the office and also to submit their own stories of "Bob-like" characters in their own work places. The winning viewer submission will be filmed as the next "Bobisode." The series can be viewed at www.whohiredbob.com and via targeted Google placements.

The TASSIMO brand has employed a variety of unique marketing tactics to reach its consumers, but using original content in webisode format is a special twist. The goal is to fuel awareness and interest in the TASSIMO brand in an entertaining way and to use the interactive aspects of the program to help expand its consumer reach.

"This new effort is a great way for us to tap into the growing consumer interest in entertaining online content while testing its effectiveness as a direct marketing tool," said Lori Acker, Director of Marketing for TASSIMO.

The webisodes were produced by TASSIMO's agency Ogilvy in partnership with writer/producer Jim Biederman, best known for his creation for "Kids in the Hall" and the "Whitest Kids you Know." The comedic talent comes from a New- York based comedy improv group, "The Upright Citizens Brigade."

"Creating original, entertaining content gives TASSIMO both cultural currency and permission for further conversations with consumers," said Joseph Frydl, Director, Ogilvy Branded Content & Entertainment Group. "Purely interruptive marketing simply cannot accomplish that."

The TASSIMO product is integrated into the webisodes by Bob, who is a coffee fanatic. In the introductory spot he is holding a meeting of the Secret Santa group 11-months before Christmas to inform them he's already spent the Secret Santa budget on a TASSIMO machine. His office faux pas is left to the viewer to decide his ultimate fate. The webisodes will begin airing February 7th.

About TASSIMO

TASSIMO freshly brews a wide variety of hot beverages, including coffees, cappuccinos/lattes, teas and hot chocolate, at the touch of a button. TASSIMO has two key components: the TASSIMO brewing machine and proprietary T DISCs. Through the TASSIMO smart technology, developed and designed by Kraft Foods, the machine's microprocessor reads the bar code printed on the T DISC label and automatically calculates the correct water amount, temperature and brewing time. All of the brewing happens inside the T DISC, which contains a precisely measured amount of coffee, tea, chocolate or real milk creamer and is sealed to protect the flavor inside. Most beverages are ready in about a minute.

About Kraft Foods

Kraft Foods is one of the world's largest food and beverage companies with annual revenues of more than $34 billion. For more than 100 years, Kraft has offered consumers delicious and wholesome foods that fit the way they live. Kraft markets a broad portfolio of iconic brands in 155 countries, including six brands with revenue of more than $1 billion, such as Kraft cheeses, dinners and dressings; Oscar Mayer meats; Philadelphia cream cheese; Nabisco cookies and crackers; Jacobs coffees and Milka chocolates. Kraft became a fully independent company on March 30, 2007, and is listed in the Standard and Poor's 100 and 500 indexes. The company also is a member of the Dow Jones Sustainability Index and the Ethibel Sustainability Index. For more information, visit the company's website at www.kraft.com

Ogilvy Entertainment

Ogilvy Entertainment is a group within Ogilvy North America that works with clients to develop and create original content to promote their brands in a wide variety of entertainment formats. Among is projects is "In Search of Real Food," an online food series airing on Yahoo! Food on behalf of Hellmann's featuring celebrity chef David Lieberman, "The Starter Wife," mini-series developed on behalf of Unilever's Ponds brand and "The Business of Innovation," an original business series airing on CNBC created for IBM.

Source: Ogilvy North America

At TASSIMO Hot Beverage System Launches Unique Online Marketing Program: Financial News - Yahoo! Finance

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Posted by Jay Brewer at February 22, 2008 7:04 AM
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