MAM
Dairy Queen to do a promotion on ‘The Apprentice’
MUMBAI: For the first time a company appearing on the business based reality show The Apprentice, now in its fourth season, has created a promotion to find a real-life apprentice.
Dairy products maker Dairy Queen whose stores sell dairy desserts, hamburgers, hot dogs and beverages will have a featured episode focusing on its signature Blizzard brand on The Apprentice on 13 October. The company is taking that appearance to the next level by offering an apprenticeship that comes with a $50,000 cash signing bonus, an appearance in a television commercial, trips to Hawaii and Los Angeles and a chance to help create new Blizzard flavours. In India the show airs on Star World while in the US it airs on NBC.
Just like the television series, contestants for the Blizzard apprentice will vie for the title by completing a variety of tasks in the Now Hiring! Become DQ’s Blizzard Apprentice contest, which can be found online at www.blizzardfanclub.com . During round one, contestants must submit a 100-word essay describing their passion for the Blizzard and an accompanying photo of themselves interacting with the Blizzard brand. A panel of judges from Dairy Queen will choose 25 contestants to move on to the second task.
The second task requires contestants to produce a two-to-three minute video message about the Blizzard in the form of a television commercial, speech, rap, song or other performance art. The top five ‘odes’ to the Blizzard, chosen by Dairy Queen, will be posted to
www.blizzardfanclub.com along with each finalist’s original essay and photo. Blizzard Fan Club members, now totaling about 600,000, will then vote for their favourite. The contestant with the most votes will become the first-ever Blizzard apprentice.
Brands
Sting launches ‘Sound of Six’ cricket campaign
Pepsico energy drink ties signature sonic to every boundary hit with Yuvraj Singh and Ravi Shastri.
MUMBAI: Sting just turned every six into its own personal anthem because nothing says “energy” like a boundary that hits different notes. Pepsico India’s Sting energy drink has rolled out the latest chapter of its sonic branding with “Sound of Six”, a nationwide campaign syncing the brand’s signature “Sting” sound to the varying power of cricket sixes this season. The push positions Sting as the audio heartbeat of high-octane moments on the pitch, using its sonic identity to “qualify” shots from gentle lofted clears to monster maximums.
The launch film, featuring cricket legends Yuvraj Singh and Ravi Shastri, unfolds on a sunlit ground with playful banter that builds into a sequence of escalating hits. As Singh smashes the ball, he quips that the length and force of the shot should dial up the intensity of the Sting sound. Shastri’s commentary ramps up accordingly, riffing on the brand name with escalating flair to match each strike’s energy turning a simple boundary into an audible spectacle.
Pepsico India category head for energy portfolio Diksha Bajaj said, “Cricket is a major passion point in this country. Our campaign is rooted in the insight that no two sixes are the same. We set out to use the Sting sonic identity as a qualifier that redefines every hit.”
Yuvraj Singh added, “This campaign turns the feeling of hitting a six into something fans can hear. It is bold and matches the intensity of the game.”
Ravi Shastri chimed in, “Commentating on a six is an exhilarating part of the game. This campaign adds a new dimension by introducing a distinct sonic. The idea of owning the sound of every six is relatable for fans.”
Leo Burnett South Asia chief creative officer Vikram Pandey noted that pairing Singh’s power-hitting with Shastri’s iconic voice lets the brand relive cricket’s electric moments through a fresh, auditory lens.
The campaign will air across television, digital platforms, and social media, timed to catch the fever of the ongoing cricket season. For fans who live for the roar of the crowd and the crack of the bat, Sting’s betting that the next big six won’t just be seen, it’ll be heard loud and clear.
