Learn to Distinguish Between Storks. One of Them Isn't Carrying Children


Some storks bring you babies. But watch out for the one with the glasses; he's got nothing but pickles.

Publicis & Hal Riney/SF is helping to reposition reinvigorate pickle company Vlasic and its 34-year-old stork icon. The stork's personality was modeled off Groucho Marx and appears in current TV ads* as a quirky friend of the family. Vlasic's tagline was also changed to "That's the tastiest crunch I ever heard."

The campaign went live May 14th on TV, online and on the radio. The updated Vlasic site is AJAXed to the hilt, and a contest seeks infants for Vlasic Stork Baby 2008. (Pickle model! Way to start life off right.)

Fun fact: pickles are the food most associated with pregnancy cravings. Who better than a stork to bring them? You can chomp resentfully while waiting for that other stork to arrive with your kid.


*We don't have any, but we promise to find some soon.

by Angela Natividad    Jun-13-08   Click to Comment   
Topic: Brands, Campaigns, Online, Radio, Strange, Television   

Enjoy what you've read? Subscribe to Adrants Daily and receive the daily contents of this site each day along with free whitepapers.



What? Is this a joke?

I haven't followed your links, but the Groucho stork personality, AND that tagline, are exactly the same stork they've been using for at least 30 years.


Posted by: B on June 13, 2008 4:55 PM

The tagline was only changed slightly, mostly to make the same idea snappier: from "That's the best tasting pickle I ever heard" to "That's the tastiest crunch I ever heard."

Yeah, the stork's the same. But this generation's never seen him on tv, and he's been put in a modern context.

From Vlasic's SR brand manager: "Launching our 2008 marketing plan is exciting for us because we get to reunite the stork with adults who grew up with him, as well as introduce him to a new generation."

The New York Times also said something to the effect that instead of acting as a typical stork "interloper," he's become a member of the family.

So I guess it's less that the brand's being repositioned than that it's trying to be made relevant again.

Posted by: Angela on June 13, 2008 5:37 PM

fantastic , I love your blog !

Posted by: naturline on June 14, 2008 4:49 AM

that image is actually from a previous campaign. i believe they have new work on the way.

Posted by: j on June 16, 2008 3:39 PM

that image is actually from a previous campaign. i believe they have new work on the way.

Posted by: j on June 16, 2008 3:41 PM