Lowe creates Quality Street posters

Nestle is continuing to drive sales of its long-established Quality Street chocolate brand among young adults.

New advertising will launch the latest addition to its range, the Big Toffee Finger.

The promotion of the giant sweet will kick off this week with a national 48-sheet poster campaign through Lowe, which will also feature the other most recent variants, the Big Purple One and the Big Green Triangle.

Four times the size of their boxed counterparts, the "Big Ones" are Nestle's attempt to change the perception that the 67-year-old brand was traditional and lacked appeal to younger consumers.

Media planning and buying for the campaign, which is aimed primarily at the out-of-home impulse-eating market, is through MindShare.

The three executions show the oversized sweet wrappers cropping up unexpectedly in typically autumnal scenes.

The Big Toffee Finger ad features a man taking a stroll in a park where a giant wrapper has blown into his face.

The Big Purple One ad depicts a park attendant clearing up leaves and staring quizzically at a purple wrapper on the end of his stick.

The final poster shows a train forced to stop because of a Big Green Triangle wrapper on the track. All the ads were written and art directed by Ed Morris and photographed by David Stewart.

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