Ad It Up: Fage
Recently, JCK’s art director, Todd Gast, and I have been following an intriguing jewelry-related ad campaign running in New York magazine by of all things, a Greek yogurt company. Fage (pronounced Fa’-yeh!), with its first U.S. plant coming to Johnstown, N.Y., in 2008, is ramping up its awareness in the states. Its ads, designed by Ogilvy, feature a product shot prominently placed in the front of the book, with either a Tourneau Safari watch or Honora pearls on the verso with a yogurt impression of said product on the recto, showing just how "ridiculously thick" this yogurt is.
Fage ad campaign, via AdRants.com
The result is advertising genius. With its series feel, I’m waiting to see what Fage will clone next (I hope that wasn’t it!). And what do the jewelry ads have to gain from such a partnership? Well, it had me staring at them longer, comparing and noticing details that I likely would have skipped over.
… So what advertising has NY been running in the back of the book? More jewelry! None other than socialista Fabiola Beracasa’s online estate endeavor, Circa, run by Chris Del Gatto. (Fab, Circa’s creative director, also currently moonlights as a blogger for NY.)
Ad for Circa
Are you experiencing déjà vu? I did too. Witness the June 2006 cover of the dearly departed W Jewelry (R.I.P.).
Cover of W Jewelry, June 2006
I guess Fage, Circa, and W are all on to something: Luxury is a decadent, sumptuous treat made to enjoy. Eat up!
Donna Dalia commented:
Fun blog, having my jewels & eating my "Fage" . Two marvelous
things...both great for the inner & outer you. What more can a
girl ask for?
Hedda Schupak commented:
Laura/Mark: Can't quite get my taste buds around the concept of
sugar with Fage. I'll have to bring in some of my tzatziki (recipe
above; blog tool ran all the lines together).
Rob Bates commented:
The New York Times noticed:
www.nytimes.com/2007/08/01/business/media/01adco.html?
Laura Finkelstein commented:
I, too, have to voice my love of Fage...so thick and creamy (even
the 0% version). It was introduced to me about a year ago by JCK's
publisher of fine taste, Mark Smelzer, and I've been a fan ever
since (in our version, sugar and nuts are incorporated). Fage's
advertisers are smart to pair the yogurt with Honora; the
dissimilarities between the two will grab readers' attention, while
the connection- luxury (you have to taste Fage to understand)- is
subtle but, I think, recognizable to lovers of either product. Will
be curious to see what they come up with next!
Hedda Schupak commented:
Great blog, Toni! I've already been a big Fage fan: 2 14-oz tubs of
Fage 1 cucumber, peeled, seeded, and diced Juice of ½ lemon
1 to 4 cloves of garlic (to taste), crushed Generous ¼ cup
olive oil Mix thoroughly, and add kosher salt, ground white pepper,
and dill weed, all to taste. Start with approximately ½
teaspoon of each and add or decrease as preferred. Enjoy either on
its own, on pita, or with grilled meat. Tastes better the second
day!
