Cobs has launched a new masterbrand positioning and campaign with Bastion, marking the first major work between the two since the agency’s appointment earlier this year.
The new creative platform, “Cobs… Live a Little Lighter,” positions the popcorn brand as bringing lightness and joy to everyday snacking occasions. The strategy combines product attributes, such as the lighter, fluffy texture, with the idea of popcorn lifting everyday moments.
The campaign runs across TV, BVOD, online, and Cobs’ owned channels. Creative executions show relatable situations transformed by the addition of Cobs popcorn.
“Cobs needed more than just an ad campaign. They needed a distinctive brand world that could compete with the big players and carve out a clear and ownable place in people’s minds,” said Susan Bird, General Manager Advertising at Bastion.
“We’re excited to see the campaign support the growth of this fantastic brand”.
“We have created a platform that perfectly captures what makes Cobs unique,” said Paul Paxton-White, Head of Marketing at Kinrise Snackfoods & Innovation at Cobs.
“Bastion understood our ambition for the Cobs brand and they’ve delivered creative that’s joyful, distinctive and true to who we are.”
Bastion developed the positioning after identifying the unique, playful way people consume popcorn, setting it apart in the wider snacking category.
Earlier this year, Bastion promoted Cheuk Chiang as Group Chief Executive Officer, as co-founder and current Group CEO, Jack Watts steps into the role of Executive Director where he will focus on strategic growth opportunities.
The leadership change marks a new era for the agency, as marketing and communications network in Australasia. Founded in 2009, by brothers Fergus and Jack Watts, the agency operates in 10 cities and 5 countries with over 350 employees.
Bastion services local and global brands such as Kellogg’s, Air New Zealand, Spotify, L’Oreal, Ferrari, Unilever, Mars, Salesforce and Bunnings Warehouse across 6 key services; Advertising, Communications, Digital, Experience, Insights and its recently launched Media Planning and Buying offering across Australia and New Zealand,