APL launches Body Parts pastilles with child-focused ads

Rowntree’s is launching a range of Fruit Pastilles Body Parts sweets with a campaign by Ammirati Puris Lintas.

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

can lick.

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.

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