The Drum Awards Festival - Official Deadline

-d -h -min -sec

Video Volkswagen Discovery Communications

The brands and marketers taking a bite out of Discovery Channel’s Shark Week: Doritos, VW, Tide, Weather Channel


By Jennifer Faull, Deputy Editor

August 7, 2013 | 3 min read

Shark Week seems to have exploded this year after the Discovery Channel's Snuffy the Seal advert went viral just days after it was released. The Drum takes a look at some of the other brands and marketers sinking their teeth into the social buzz surrounding the weeklong series of shark-heavy programming.

Discovery Channel: Snuffy the Seal This is the ad that kicked it all off for Shark Week. Released back in June it has received over 1.7 million views on Discovery Channel’s website, with Snuffy the Seal trending for hours across the US after its initial airing.

Volkswagen US: Instagram stop-motion videosVolkswagen US, the official sponsor of Shark Week, and Deutsch LA came up with a campaign that would bring together VW and Shark Week together.It created a series of stop motion videos on Instagram and Vine featuring the Beetle Convertible and, you guessed it, sharks. Since it kicked off last week, over 100,000 fan images have been tagged #SharkWeek with more activity planned over the coming days.

Tide: ‘We get blood out too’Tide, a Procter & Gamble brand, purchased Promoted Tweets to push its Vine under the tagline ‘We get out blood, too.’

Dorritos: ‘The Snacker becomes the Snack’Dorritos worked with Relevant24, a Boston-based created agency, to create this well-timed ad cashing in on the increased Shark Week discussions on social media. Appearing on Doritos’ Facebook page and Twitter feed, the ad sees a Dorrito chip becomes a shark fin and uses the tagline: “This week, the snacker becomes the snack.”

The Weather Channel: Hurricane Week vs Shark Week With the Weather Channel’s Hurricane Week taking place at the same time as Shark Week it created a series of Shark vs Hurricane ads.

Georgetown Cupcakes: Dedicated bakingGeorgetown Cupcakes baked special batches of Shark Week themed cupcakes, with Snuffy the Seal, sharks and the Discovery Channel logo all created in icing.

Video Volkswagen Discovery Communications

More from Video

View all


Industry insights

View all
Add your own content +