Fruit Gushers are always a thrill to work on because they have such a cool, psychedelic subtext. Teenagers with giant fruit heads.
Saatchi & Saatchi
Saatchi & Saatchi is a global advertising agency network with 140 offices in 80 countries and over 6,500 staff. It was founded in London in 1970 but now headquartered in New York. The parent company of the agency group was known as Saatchi & Saatchi PLC from 1976 to 1994, was listed on the London Stock Exchange until 2000 and for a time, was a constituent of the FTSE 100 Index. In 2000, the group was acquired by the Publicis Groupe.
Saatchi & Saatchi was founded by brothers Maurice (now Lord Saatchi) and art collector Charles in 1970. Following stints starting as a copywriter at the London offices of Benton & Bowles in 1965, then at Collett Dickenson Pearce and John Collins & Partners, Charles Saatchi teamed up with Art director Ross Cramer and the genesis of what would become Saatchi & Saatchi was born in London in 1967 as the creative consultancy CramerSaatchi. The consultancy took on employees John Hegarty and Jeremy Sinclair and began to work direct for clients. It was Sinclair's "Pregnant Man" ad for the Health Education Council which first set tongues wagging about the small agency. Charles' younger brother Maurice joined the business in 1970 after Cramer's departure whereupon it was renamed "Saatchi and Saatchi" and developed into a full-service advertising agency.
Noted work included their campaign "Labour isn't working" on behalf of the Conservative Party before the 1979 UK general election and ongoing campaigns for British Airways, and Silk Cut with whom the agency had long relationships. The agency was seen as producing breakthrough creative work with a bold attitude and employed people who went on to be stars of their industry including Sir John Hegarty, Lord Tim Bell and Sir Martin Sorrell.
A New Alliance
While the addition of Wendy's and JC Penney to the American client roster reaffirmed Roberts' belief in the 'ideas agency' model, the London office continued its slide as it plummeted out of the UK Top 10 list of agencies (a list, compiled by industry magazine Campaign UK, based on reported client billings). In early 2007, the London office saw the bulk of its work for Toyota UK and Europe leave to upstart agency CHI & Partners, just months after it had lost the entire Lexus business to the same agency. Late 2006 saw the return of some Toyota business, including the £60m pan-European launch of the Auris, Toyota's Corolla successor.
In July 2007, it was announced by Publicis chief Maurice Levy that Saatchi & Saatchi would form a new business alliance with sister agency Fallon. Fallon, part-owned by Publicis, has enjoyed similar mixed success with its network of offices. While its London office, with a client list that includes Sony, Orange and Asda, has been consistently lauded for its new business and creative success, its Minneapolis headquarters, where namesake founder Pat Fallon remains a presence, has been tarnished by a number of client losses, including Citigroup, BMW, Sony, Dyson and Starbucks.
The new alliance, known as Saatchi & Saatchi-Fallon (SSF Group), will operate under the supervision of Kevin Roberts, who was named as CEO of the new entity. Reporting to him is Robert Senior, one of the original partners of Fallon London, who will preside over the Europe & UK operations of the alliance, including both Saatchi and Fallon offices in London. In early 2008, Chris Foster, a Saatchi veteran of nearly a decade, was appointed to become the new CEO of Fallon's Minneapolis office, fuelling speculation that Fallon will become a new Procter & Gamble or General Mills roster agency.
After a year of operations, it was announced in October 2008 that the SSF Group had been contracted by chocolate giant Cadbury to handle its Dairy Milk and related brands across several markets (including the UK, Europe, Russia, Canada and the United States), with a reported total of $US200m in billings. Whilst Fallon London would lead creative efforts across Europe, Saatchi's New York office was handed the brief to handle the business in the United States, where Cadbury remains a relative unknown compared to its main competitor, Hershey.
Fruit Gushers (commonly just called Gushers) are hexagonal-shaped snacks made from fruit, sugar, and/or other natural and artificial flavors and colors. Gushers, like many other varieties of fruit snacks, are high in vitamin C and are low fat, but are high in sugar. The center of each gusher is a thick sweetened liquid made from fruit juice and concentrated pears, and is surrounded by a chewy gelatinous sugar covering. When one bites into the snack, the liquid inside gushes out, hence the name of the snack.
Gushers originally came in two flavors: Gushin' Grape and Strawberry Splash. Later, grape was discontinued, although there is a movement among consumers to have it brought back. Gushers now come in a variety of flavors, including: Tropical Flavors, Watermelon Blast, Strawberry Splash, Screamin' Green Apple, Triple Berry Shock, Rockin' Blue Raspberry, Fruitomic Punch, G Force Berry Radical, Xtreme Kiwi Xplosion, G Force Tropical Rage, Passion Berry Punch, and Roboberry Ultra Blast. There are also variety packs: the traditional Variety Pack, which contains all of the flavors mentioned above. The most recent addition to the Gusher family is the "Mystery Flavor." Stores such as Sams Club and Wal-Mart, plus associates, carry Gushers in bulk.
In 2010 Gushers created a commercial depicting a boy who was born with a Gusher for an eye.
A recurring theme in gushers ads is an explosion of the liquid center gushing over and covering all objects in the immediate vicinity.