Lansdown’s Appletise first highlights aroma

Lansdown Conquest has enticed Jonathan Meades, food correspondent of the Saturday Times, to star in a TV campaign for the Appletise soft drink.

Lansdown Conquest has enticed Jonathan Meades, food correspondent

of the Saturday Times, to star in a TV campaign for the Appletise soft

drink.



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

me.’



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

drink.



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

ads.



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

possible.



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

thinking.’



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.



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