An Australian baked bean company is turning to the superhero motif to save their struggling sales. Apparently, Wattie Baked Beans is going to introduce Beanman in order to attract 18 to 25 year olds to their product. Personally, at that age I was eating baked beans on a regular because I was piss poor couldn’t afford much and they offered a nice alternative to the 20-cent packs of ramen noodle and the Stove Top Stuffing/instant mashed potatoes recipe I developed. I guess the times, they are a-changin’.
It had gone for a campaign that would surprise, using humour as an attempt to keep the appeal broad but featuring a character he hoped would especially appeal to 18- to 25-year-olds.
“Beanman is not your average superhero – he’s pretty average,” said Skellern.
The $1.7 million campaign kicks off shortly with teasers ahead of the debut of two new television commercials on Sunday, which will feature the tagline “Who needs a superhero when you have superfood?”
