APL cartoon characters push canned hot drinks range

Ammirati Puris Lintas has created a through-the-line campaign using cartoons to launch Brooke Bond’s ’hot drinks in cans’.

Ammirati Puris Lintas has created a through-the-line campaign using

cartoons to launch Brooke Bond’s ’hot drinks in cans’.



The ’hot drinks in cans’ range includes ready-to-drink PG Tips Tea, Red

Mountain Coffee and Choky chocolate. The drinks will be available from

vending machines in newsagents and petrol stations, aimed at people on

the move - such as commuters, taxi drivers and builders.



The ads, which will run on Superlites, bus-rears and 48-sheets, feature

cartoons of working people who would love a hot drink but cannot take

time out.



The first execution features a policeman sitting on a chair in the

middle of the road. A teapot is beside him on a table and a cup of tea

is in his hand. A major traffic jam has piled up around him as he

ignores his duty to sip his tea. Above the picture, printed boldly on a

red background, is the word, ’can’t’. Underneath is a second picture of

the policeman’s hand holding a can of steaming PG Tips with the word,

’can’. Other executions feature a bus-conductor, a builder and a woman

waiting in a bus-queue.



The campaign includes radio, direct marketing, ad-vans, ad-bikes and

point-of-sale.



Nick Sanders, senior brand manager at Van den Bergh Foods, said: ’We

expect ’hot drinks in cans’ to create an impulse category that will

match the worth of the impulse ice-cream market. We are delighted with

the communications package Ammirati Puris Lintas has devised.



It is a major step towards achieving our aim and will drive awareness of

the concept and encourage habitual use.’



The ads were created at APL by the copywriter, Joolz Sparkes, and the

art director, Nelson Taj. Point-of-sale and direct mail was created by

Nicky Bullard and Ali Peaty at APL. Media planning is through APL with

buying through Initiative Media and Concord.



The campaign will break this week across the North-west, before being

rolled out nationally.



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