HHCL & Partners is launching a poster campaign for the relaunch of
Robinsons low-calorie ready-to-drink squash Fruit Break, and is focusing
its creative on the "outdated" view of women's relationships with diet
food and drink.
The campaign pokes fun at the traditional images of thin women in diet
product ads, and stars a garden rake in various situations in each of
the three poster executions.
In one, the rake is dressed in a red bikini frolicking in the surf, with
the copy: "I can't drink it. Strawberries go straight to my hips."
Another shows the rake in a glamorous dress emerging from a limo saying:
"I can't drink it. I balloon if I even look at a peach." The last
features the sunglasses-clad rake lying on a yacht claiming: "I can't
drink it. Grapefruit piles on the pounds." The strapline for all three
is: "Give us a break."
The director of brand marketing at Britvic, Cathryn Sleight, said the
ads promoted a healthier way for women to view diet products.
HHCL's creative director, Steve Henry, said: "The ads expose the
insidious nature of the media's obsession with skinniness but avoid
preaching to women who are fed up with being told how to look."
The campaign breaks on 18 June. MindShare handles the media buying and
planning. The ads were written and art directed by Russ Lidstone, Erica
Leeke, Mike Oughton and Zane Radcliffe.The photographer was Adrian