New V8® Brand Ads Feature Real Stories of “Super Seniorsâ€�

2008-11-21 00:20:03 -

www.businesswire.com/cgi-bin/mmg.cgi?eid=5837400 - The V8® brand is updating its classic "Could"ve Had A V8" advertising campaign with a new twist to motivate people to get more vegetables in their diets. "Long Live Vegetables" features real people, over the age of 60, who all have two things in common " they"re extraordinarily active for their age, and they drink V8 100% vegetable juice nearly every day.
In the ads, an 83-year-old competitive water skier, 66-year-old wingsuit flyer and 67-year-old stunt car driver are seen in action, but their ages aren"t obvious. As the ads play out, the truth is revealed, creating a "wow" moment for viewers. The spots end with: ""Could"ve had a V8," she/he just did."
This is the first time the V8 brand has used real people in its advertising, as opposed to actors. Senior Brand Manager Greg Dolan said the idea of using "super seniors" was born out of the brand"s mission to help nourish people"s lives and motivate them to get more vegetables every day, as part of a healthy, active lifestyle.
"For most people, the expectation is that getting older means slowing down," said Dolan. "We took a different approach with "Long Live Vegetables" by using real people"s extraordinary stories as inspiration for everyone to live life to the fullest, no matter what their age."
In fact, the casting call specifically sought adults over the age of 60 who engaged in strenuous activity, had a youthful vibrancy and would be seen as everyday heroes to typical people. And, of course, they had to be regular V8 drinkers.
One of the people selected for the ads, 83-year-old Frances Woofenden of West Palm Beach, Fla., said she hopes this campaign excites people to try new things, including getting more vegetables in their diets.
"When I heard about the search for people to star in the "Long Live Vegetables" campaign, I was excited to try out. I love V8, and I want to help educate others about how easy and important it is to get more vegetables in your diet," said Woofenden. "Eating healthy and getting regular exercise have been key factors in my ability to competitively water ski at the age of 83, and if I can do it, I believe others can too."
More about the Stars
- Frances Woofenden, 83, from West Palm Beach, Fla., is a competitive water skier. Woofenden took up water skiing at the age of 50, skis five days a week on Lake Okeeheelee, competes in regional championships and has dozens of medals.
- Jim Hickey, 66, from Claremont, Calif., is a skydiver. In May 2006, Hickey took his first jump and has since conducted 1,700 jumps, mastered the wingsuit and has started BASE jumping, which involves jumping off fixed objects, like buildings and cliffs.
- Jeannie Epper, 67, from Simi Valley, Calif., has performed stunts in more than 200 films and TV shows and is best known as Lynda Carter"s stunt double in the Wonder Woman series. She also is the first female recipient of the Taurus Lifetime Achievement Award, the stunt industry"s most prestigious honor.
More about the Campaign
In addition to the three television commercials, the "Long Live Vegetables" campaign also includes four print ads that feature two other personalities, Dr. Sherman Bull, the oldest person to summit Mt. Everest at the age of 64 and Joyce Gladstone, 75, winner of the senior karate board-breaking championship. The campaign, created by Young & Rubicam, New York, will run on television, in print publications and online starting in November.
The vision to use everyday people in the "Long Live Vegetables" campaign instead of actors is something Campbell Soup Company has been doing more regularly this year in its advertising campaigns. The "Help Grow Your Soup" campaign for Campbell"s condensed soups features real farmers. In Canada, Campbell"s campaign entitled "Rediscover. Campbell"s" showcases the role Campbell employees played in shaping the company"s sodium reduction efforts.
About the V8 Brand
As the leaders in providing vegetable nutrition for more than 75 years, the V8 brand is committed to providing easy, great tasting, innovative solutions to help all Americans get more vegetables.
Today the portfolio of products includes V8 100% vegetable juice, which provides two servings (1 cup) of vegetables in every 8-ounce glass, and V8 V-Fusion® 100% juice, a blend of vegetables and fruit juices with a sweeter taste, which provides a full serving of vegetables and a full serving of fruit in every 8-ounce glass. This year the brand also introduced new Campbell"s® V8® soups, which provide a full serving of vegetables in every bowl.
For more information about the portfolio of V8 products visit cts.businesswire.com/ct/CT"id=smartlink&url=http%3A%2F%2Fwww ...
About Campbell Soup Company
Campbell Soup Company is a global manufacturer and marketer of high-quality foods and simple meals, including soup, baked snacks, and healthy beverages. Founded in 1869, the company has a portfolio of market-leading brands, including "Campbell"s," "Pepperidge Farm," "Arnott"s," and "V8." For more information on the company, visit Campbell"s website at cts.businesswire.com/ct/CT"id=smartlink&url=http%3A%2F%2Fwww ...


Campbell Soup Company

Juli Mandel Sloves

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