Lions Sports Mixture, the chewy sweet brand, is unveiling its first
ad campaign since its launch in 1912.
The TV executions, through Euro RSCG Wnek Gosper, back the national
launch of the brand. Lions Sports Mixture has previously only been
available in the north of England.
The ad is aimed at 25- to 34-year-old men and uses the proposition:
"It's time for knock about fun." The sweets come in the shape of
sporting implements such as rugby balls and cricket bats, and the ad
associates the brand with moments men spend with their friends.
Two men are shown "chewing over" the unsolved questions of everyday
The 30-second commercial, entitled "cat", shows two men watching a bad
football match. One man asks his friend a question about buttered toast
landing butter-side down and cats landing on their feet. The ad ends by
showing a toy cat, with a piece of buttered toast strapped to its back,
falling to the ground next to a pack of Lions Sports Mixture. The cat
lands on its back and a voiceover says: "Lions Sports Mixture. Chew it
over, and over".
The 20-second spot is supported by two ten-second ads called "cow" and
"rabbit" featuring similar questions.
Stephen Argyle, the managing director of Lions Confectionery, said: "The
campaign is fun, while making sure that the unique chewiness of the
product is also central."
The campaign was art directed and written by Gary Lathwell and Richard
Peretti. It was directed by Ashley King through Thomas Thomas. Media
planning and buying is through Carat.