October 18, 2011
Last year, Medical Marketing and Media’s “Best Over-The-Counter Product Advertisement/Campaign Gold Award went to AbelsonTaylor and Abbott Nutrition for their Ensure “Nutrition in Charge” commercials. (CG animation by Bent Image Lab)
In these commercials, an anthropomorphic bottle of Ensure hectors the other anthropomorphic occupants of the fridge (some of whom are fruits & vegetables —others are other packaged foods) about healthy nutrition. It’s unclear whether the Ensure bottle is playing the role of coach or drill-sergeant. Either way, this anthro-pack is clearly a mesomorphic dominant male.
“Ensure has a unique blend of prebiotic fiber to help promote digestive tract health, and antioxidants (vitamins C and E and selenium) to support the immune system.”
In contrast to Ensure’s muscular bottle, consider the pencil-armed, ectomorphic Aktifit bottle. (3D art direction by Champignon Images ; production by Frame Eleven; modeling, UV’s & texturing by Fabio Quaggiotto; compositing by Mike Frei. Agency: TBWA Switzerland)
Aktifit also makes immunological health claims and employs an anthropomorphic bottle, but its contents are probiotic rather than prebiotic.
“Emmi Aktifit is a probiotic drink made from pasteurized skimmed milk, providing the body with lasting strength from the inside. Clinically tested LGG culture stabilizes intestinal flora, promotes digestion and strengthens the body’s immune defences.”
As a character, the European Aktifit bottle shows less aggression — more passive resistance. Apparently immune to cold season, it happily reclines in a beach chair as it snows. (Is this the cold weather of the fridge?)
(More Ensure commericals and some Aktifit “out takes” after the fold…)
Beach Packaging Design