Rowntree’s is launching a range of Fruit Pastilles Body Parts
sweets with a campaign by Ammirati Puris Lintas.
The brand, which features pastilles in the shape of body parts including
noses, thumbs and eyes, is being targeted at children rather than at
adults who buy sweets for their families.
The press work features a cartoon professor, who supposedly created the
sweets, holding up a packet. The ad includes a poem extolling the
virtues of Body Parts, saying: ’At last, a nose you can pick. Lips you
Thumbs you can suck. Feet that don’t taste yuck. Eyes and ears you can
chew. Sweets shaped just like you!’
In a 30-second TV spot, an animator creates a figure out of the sweets
but gets tempted by the pastilles. When he eats one, his creation jumps
up and bites him. Both ads use the line, ’Beyond fruit’, and break on 8
The TV spot was art directed by Nelson Taj and written by Joolz Sparkes
while the press ad was written by Sam Cartmell and art directed by Jason
Lawes. The TV work will run for three weeks on national terrestrial and
satellite channels. The press work will appear in children’s magazines.
Media buying was through MindShare.