J. Walter Thompson has unveiled its first campaign for Polo's new
range of sweets, branded Polo Smoothies.
The agency will launch the strawberry and cream sweets with two TV
spots, entitled 'hole couture', that lampoon the pretentiousness of the
The commercials feature Polo Smoothies as the latest must-have fashion
accessory. The stylised executions include models wearing lampshades on
their heads while draping themselves over chaise longues.
The Polo sweet appears as a light switch and necklace. The spot ends
with a model sticking out her tongue to reveal the sweet. The ad ends
with the strapline: 'Pour homme, pour femme, pour la gob.'
The launch is Polo's debut in the hanging bag sector. The company is
backing the new product with a pounds 2.7 million marketing spend.
Jo Rosenblatt, Polo's account director, said: 'Polo wants to tap into a
market outside of the mint sector - which is in decline. They wanted to
move into an indulgent sector.'
The ad, which launches on 26 March, will appear on national television.
No posters or press are planned for the campaign.
The agency expects to branch out into other media when the next flavours
are rolled out, expected to be in 2002.
The ad was art directed by Dave Woodall, written by Matt Lloyd and
produced by David Bartrim. Fatima directed the spot through Tomboy
Films. Media planning and buying is being handled by MindShare.
Polo's move into the hanging bags confectionery sector is not driven by
consumer research but by a desire to branch out from the tube sweets
sector in which it has made its name.
The new product will compete in a crowded market and follows the launch
of a similar confectionery product from Bendicks of Mayfair in March
The company spent pounds 2 million on a launch campaign for Campino,
developed by the German agency Pahnke & Partners.
Bendicks' German parent company, Storck, also produces Werther's
Originals and Riesen chocolate chews.
JWT conducted its own focus group on the sweets market. Rosenblatt
commented: 'No-one had heard of Campino, the Polo name is much more
JWT is looking to push the product in other media. 'We will hopefully
try to get into the cinema,' Rosenblatt added. 'We want to link up with
Bridget Jones' Diary but we are still in negotiations.'
The creative team behind the ad, Woodall and Lloyd, also produced the
Kellogg's spot 'dawn of man' in June last year, showing the evolution of
an incoherent mumbling fool to a sharp-suited businessman after he has
consumed his cornflakes.