D’Arcy is launching a pounds 5 million national TV campaign for St
Ivel Shape yogurt and desserts.
The new ads introduce a team of crackpot product developers who attempt
to discover if the products can be ’officially certified thick’.
The team devise a series of rigorous tests which include putting the
yogurt through its paces in a wind-tunnel, opening a yogurt while being
strapped upside down in a chair and a wobble test for the trifles.
The campaign is part of an on-going repositioning of Shape as a
mainstream low-fat brand. Shape was relaunched in February this year
with a series of innovations, including improved low-fat yogurts, new
dessert products and the first low-fat trifle. The packaging for the
range was also redesigned.
’The bizarre tests and enthusiasm of the researchers communicates a real
improvement in the product in a way that will attract new, younger users
to the brand,’ Barry Cook, D’Arcy’s managing director, said.
The campaign was written by Steve Whiteley, art directed by Paul Reading
and directed by Steve Reeves at Stark Films. Media is through BMP
Solutions in Media.