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
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