CKMP gives Poppets new look with idiosyncratic work

Payne’s Poppets, the 60-year-old brand once synonymous with cinema sweet kiosks, is being given a quirky new look in its first TV advertising for five years.

Payne’s Poppets, the 60-year-old brand once synonymous with cinema

sweet kiosks, is being given a quirky new look in its first TV

advertising for five years.



CKMP, the former Integrator agency, has produced five 20-second films -

directed in pop-promo style and aimed at 11- to 15-year-olds - which

break on 2 February.



Capital Gold’s soccer commentator, Jonathan Pearce, provides the

voiceovers for the films, which emphasise the individuality of the

raisin and peanut chocolates.



Nigel May, CKMP’s creative director, said: ’It’s a challenging market to

address because anything patronising or heavy-handed just turns them

off. You have to let them discover something for themselves.’



The commercials show real people reacting differently to various

situations.



At the end of each film, the live action becomes a coloured vortex which

turns into one of the four Poppets packs.



They were produced by the CKMP creative team, Barrie Jennings and

Feargal Ballance, and directed by David Hartley for Brave Films.



Austin West Media is handling media buying for the campaign, which will

run on Channel 4, satellite and cable.



James Finlay, the Scottish tea and coffee group which owns Payne’s, is

attempting to increase sales of Poppets - currently the eighth largest

children’s confectionery brand - through improved distribution.



CKMP claims the brand’s autumn relaunch advertising in teen magazines

succeeded in raising November’s year-on-year sales figures by 29 per

cent.



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