In a one-of-a-kind activation, Pinterest has teamed up with Jameson on what it calls a “color takeover”, which will see Jameson’s new whiskey product ‘Orange’ appear at the top of searches for related queries. orange in the application.
As you can see in this example, when a user searches for “orange”, an ad for the new whiskey Jameson Orange appears among the top results.
Explained by Pinterest:
“There are 16M+ search for the word “orange” every year on Pinterest, and citrus flavor profiles, especially orange, are popular with spirit drinkers. People come to Pinterest to plan and be inspired, making this collaboration one that allows curious spirit drinkers to experience an edgy taste of whiskey with a unique orange twist. With a surprising and delicious discovery, the partnership will introduce the new orange flavored whiskey that will appear in searches such as “Orange Aesthetic”, “Orange Chicken” and “Orange Nails”.”
Which seems a little odd, because people looking for something unrelated, like “orange nails,” will see ads for the whiskey. This doesn’t appear to be optimal targeting, which will yield the best results on ad spend – but perhaps there is an inherent link between color preferences and products, even if there is no direct connection to Requirement.
Pinterest says the campaign will be ‘reach Pinners through unique contextual environments and occasions,” so there may be more specific targeting at play. And it looks good to have the orange ad among other orange pins. I’m just not sure this will result in meaningful click through rates, but the results will tell more of the story.
Either way, this is an interesting activation, which could inspire new promotional opportunities and approaches for a range of brands and products.
I mean, people love colors, and color psychology is a factor in decision making (85% of shoppers say color is the top motivating factor in purchasing decisions).
We are about to find out just how important this is.