Lansdown Conquest has enticed Jonathan Meades, food correspondent
of the Saturday Times, to star in a TV campaign for the Appletise soft
The work is the first from Lansdown since it won the account a year ago
and comes after the brand took a two-year break from TV.
The campaign plays on the interest in X-Files-type phenomena by
suggesting that people can actually see the drink’s fruity aroma. The
ads have been shot in the style of a spoof documentary to reinforce the
tongue-in-cheek idea, with Meades as the deadpan presenter.
In the first of the spots, Meades suggests: ’As the universe expands, so
do our minds. But can we really see the aroma of freshly cut apples?’ It
then cuts to footage of a young woman recalling her first unnerving
encounter with the drink. She explains that the smell hit her when she
went to the fridge and adds: ’I don’t know what it was but it moved
In another spot, Meades pops up on a platform at King’s Cross station
and says: ’As we career toward the next millennium, people are saying
they can actually see an aroma.’ The ad then cuts to a young man talking
about what he infers was his friend’s hallucinogenic experience of the
The ads, which begin running on national TV in mid-July, were written by
Dave Bell, art directed by Jim Bucktin and directed by David Hartley of
Brave Films. The television campaign will be backed by a series of radio
Simon Frank, the creative director of Lansdown, said that the strategy
was suggested by the fact that Appletise’s manufacturing technique is
designed to preserve as much of the apples’ natural aroma as
Rob Abel, marketing director of Appletise, added: ’The agency’s decision
to focus on the aroma of the drink was an excellent piece of strategic
Appletise competes against brands such as Aqua Libra in the adult
soft-drink market and is made by South African Breweries, one of the
world’s largest beer brewers.
Client of the Week, page 10.