Govt looks at ban on extensions after B&H tests own coffee brand

Leagas Delaney has unveiled its first work for BBC Worldwide, the BBC’s commercial arm, since winning the pounds 1 million account last month. The Government this week warned tobacco companies that they could be barred from extending their brands into other product areas, after Benson & Hedges unveiled plans to test-market a coffee in the UK.

Leagas Delaney has unveiled its first work for BBC Worldwide, the

BBC’s commercial arm, since winning the pounds 1 million account last

month.



BBC Worldwide briefed Leagas Delaney to create ads to launch two videos

featuring the cult BBC children’s characters, the Teletubbies (Campaign,

11 September). The first ad, a 30-second spot, promotes the videos using

rolling footage of small children chatting about why they love the

programme.



The ad was created by the Leagas Delaney copywriter, Mark Goodwin, and

Tiger Savage, the agency’s head of art. It was directed by Patricia

Murphy.



The film breaks nationally on 14 October during Coronation Street.



The Government this week warned tobacco companies that they could

be barred from extending their brands into other product areas, after

Benson & Hedges unveiled plans to test-market a coffee in the UK.



The Department of Health is to look closely at just how similar the

branding and image of the B&H coffee is to its tobacco products.



Under the European directive banning tobacco promotion, indirect

advertising is not immediately banned on existing products. However,

there could be a case for action if the logo used on the packaging is so

similar to that on the tobacco products that it is seen to be promoting

those products.



A spokesman for the DoH told Campaign: ’The tobacco advertising

directive will control the use of other products to promote tobacco

sales. This may well have implications for coffee and other products.’

He added: ’The Department of Health will spell out its approach in its

tobacco control white paper later this year.’



The introduction of a coffee brand by Benson & Hedges, which has

operated coffee shops in Malaysia for two years, was condemned this week

by anti-tobacco groups. Action on Smoking and Health denounced it as a

’cynical attempt’ to get around the directive, which will ban all

commercial communication and sponsorship used to promote tobacco

products by the year 2006.



But the Advertising Association did not see the move as a legislative

issue. Andrew Brown, director-general of the Advertising Association,

said: ’Clearly, tobacco manufacturers have extended brands into

different areas and consumers will make up their own minds about it.’



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