May 30, 2012 – If you look down into your icy fountain beverage and hear a voice talking to you, relax – you’re not hallucinating. You’re simply watching the animated video that forms the centerpiece of the newly launched campaign for Follett ice machines created by Cameron Marketing & Communications.
Follett Corporation, an international manufacturer headquartered in Easton, PA, selected Cameron in 2011 to develop new branding and marketing programs for its growing line of ice machines with Satellite-fill™ technology.
Cameron began by leading primary market research efforts to help Follett most effectively brand and position its product line and unique technology. The research showed that Follett’s Satellite-fill™ feature, which enables ice to be transported through a tube from an ice machine to a drink dispenser or bin, was not well understood by end-users in the restaurant and convenience store industries.
To combat this, Cameron renamed the technology RIDE™ – Remote Ice Delivery Equipment – and developed an integrated multi-media marketing campaign featuring an animated “Chewblet” – Follett’s brand name for its chewable ice – as “spokesperson.” A 3D animated Chewblet character stars in an entertaining and educational video demonstrating the benefits of RIDE. The character also appears in trade print ads, an online microsite, collateral materials, sales support tools and trade show programs.