Strings and Things - Strings and Things | Clapboard Ad Archive
Strings & Things by Strings and Things, brought to life in partnership with Rothco | Accenture Interactive, marked a pivotal rebrand moment in the Irish food and drink sector in 2019, as the beloved solo artist Cheestrings expanded into a lively new ensemble with the launch of a diverse snack family. No longer content with being a single-serve icon, the campaign repositioned Cheestrings as the charismatic lead in a quirky lineup that now features an assortment of playful alternatives, including wobbly Yollies and whimsical Cheeshapes, recasting snack time as an unpredictable, imaginative experience. Strategically, the effort eschewed conventional rational messaging or product demonstration in favor of an audacious repetition device: hammering home the new identity with irrepressible frequency, the film leaned into the catchiness and memorability of the Strings & Things name itself. Every frame, joke, and narrative moment revolved around this ownable, bizarrely sticky personality, a tactic that sits squarely within Clapboard’s FORMAT#11—Unique Personality Property, where the distinctiveness of the product and brand voice become the creative engine. By leveraging Cheestrings’ legacy credibility while injecting a newly anarchic fun and group play ethos, Rothco | Accenture Interactive crafted brand recall on a mass scale: more than 167,000 viewers tuned in during the launch phase, signaling effective penetration for a repositioning play. Importantly, the campaign weaved in contemporary parent-child trust signals—no artificial colors, flavors, or preservatives—without shifting away from its focus on entertainment and the redefinition of snack ritual. The agency’s creative language and deliberately eccentric flourishes offered not so much a problem-solution narrative as a branded world, one where imagination and variety are the product truths, and where the act of saying the name becomes a self-fulfilling memory device. Clapboard rates this 70/100. For an industry often tied to product features or overt rationality, the Strings & Things campaign demonstrates the potency of pure personality and repetition in re-coding established brands for new generations and occasions.
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