Halls, the biggest cough drop brand in the US, opted for an outdoor music promotion with a dose of culture at the end of last week, as part of its spring allergy campaign.
The Kraft owned brand staged ‘The Operahhh of Irritations’, an interactive outdoor opera installation - featuring some of the regions finest Opera talent (including mezzo sopranos Glorivy Arroyo and Carolyn Jeanette Stein, soprano Kim Bentley and Tenor Jonas Budris) – singing user generated lyrics.
The campaign’s digital audience was invited to submit lyrics based on the things that irritate them most via Facebook and Twitter, causing the singers - all kitted out in full opera attire - to break into an impromptu opera on that very subject.
"Halls is committed to soothing irritations – including coughs and sore throats associated with spring allergies. But if there's one group who knows a thing or two about keeping throats in top condition, it's professional opera singers. So we're putting their tremendous throat power to work, helping soothe all kinds of irritations," explains Lori Mazuro, Senior Associate Brand Manager for Halls.
It’s not the most groundbreaking of outdoor initiatives and take up appears to have be slow on Facebook itself (if a little better on Twitter), but it’s a brave move for a brand to use the more cultural end of the music spectrum, with a campaign that directly focuses on the product’s core benefits.