Aloha Is as 'Deliciously Satisfying' as Popping Bubble Wrap

Plant-based snack company Aloha just launched its first-ever brand campaign that encourages people to indulge in all things “Deliciously Satisfying.”

The initiative from the award-winning B-Corp and Climate Neutral-certified brand is marked by a hero spot directed by Steve Mapp, which dives into the feeling of satisfaction you get from snacking on its nutritious bar.

In-house Creative Director Katie Facada dives into the brief, and "how the product doesn’t just taste good, it also delivers protein and real ingredients that truly satisfy."

"We went down a rabbit hole on what that means — and we ended up in this weird space of universally, inexplicably, addictively, deeply satisfying things. Things that don’t just scratch the surface of a craving, they get all the way down underneath it and then obliterate it altogether. That’s what Aloha is to its core fans, and we wanted everyone to get a taste of that feeling," she added.

The inventive short film alludes that biting into a protein-packed bar of Aloha is like popping bubble wrap, peeling the dried tape off a wall, and opening a new can of tennis balls.

"Aloha is a healthy snack that not only tastes good but also delivers satiating protein and real ingredients that make you feel good. So, we created a campaign around things that are universally, inexplicably, deeply satisfying. In other words, things that just hit the spot," Facada explained.

The company, which has experienced staggering growth over the years, is aiming to expand its online and retail footprint with "Deliciously Satisfying."

Fueled by the insight that demand for nutritious food options has gone up, it hopes to reach the health-conscious audience and make a name for itself in the industry.

"Brand marketing is critical to introduce ourselves to an even larger, mainstream audience to continue this growth," shared Julia Shapiro, VP of Brand at Aloha.

She adds that the campaign was made to put a smile on people's faces and remind them that food "that's made well and is good for the planet" has the power to make everybody feel good.

Promoting a product that supports a cause with creative and memorable executions, like what Aloha did, is something that top branding agencies would definitely recommend.

The campaign will run on various streaming platforms and social media, as well as feature influencer content. 

Small Joys are 'Deliciously Satisfying'

"Popping Bubble Wrap Satisfying," opens with a woman slowly walking across her living room. 

After hearing crackling noises, it's then revealed that she's walking on a sheet of bubble wrap spread out on the floor.

She takes a bite of her Aloha bar and does a variety of stretches over the sheet before she sits down on her couch.

"Some things are deliciously satisfying. Like the organic, protein-packed Aloha Bar," the narrator says, as the spot ends. 

Other spots follow a similar premise:

• A man finds satisfaction in peeling paint off his walls as he enjoys his Aloha snack
• A person clicks a pen in each hand and finds joy in the sound it makes
• A tennis player pops open a fresh can of balls and finds pleasure in the hiss it makes

All of them contain the same message: small gestures are as "deliciously satisfying" as snacking on Aloha's protein bar. 

"Aloha represents a moment in your day to come back to you. Take a moment, feel the breeze, refuel yourself, and enjoy," Facada concluded.

Recently, Ocean Spray also launched a hilariously inventive campaign that positions its drink as the solution to real-life problems.

Editing by Katherine 'Makkie' Maclang