Fastidious product developers front TV ads for St Ivel brand

D’Arcy is launching a pounds 5 million national TV campaign for St Ivel Shape yogurt and desserts.

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.