Matthew Clark puts Blackthorn task up for grabs

Matthew Clark has put its flagship Blackthorn cider account up for review, casting doubts over the future of its campaign featuring two aliens with pointed heads.

Matthew Clark has put its flagship Blackthorn cider account up for

review, casting doubts over the future of its campaign featuring two

aliens with pointed heads.



The cider brewer is speaking to a number of agencies, including the

incumbent, Grey Advertising, about the pitch. It has yet to draw up a

formal shortlist.



Grey launched its ’aliens’ campaign last November with a pounds 3

million national TV blitz. The ad showed the two aliens arriving on

earth seeking a ’flavour stimulation’. They found it in two pints of

Blackthorn. The ad ended with the slogan: ’The finest sharpener in the

universe.’



A Matthew Clark spokesman admitted the company was speaking to agencies

but refused to give details of the pitch. He said: ’We have been asking

for credentials from a number of agencies but nothing has been decided

and no-one has been given a brief to do any work. Until this process has

been completed, there will be no decisions and we will not be commenting

further at this stage.’



Before ’aliens’, Grey used the comic Scottish character, Rab C. Nesbitt,

to promote the brand. The ads took an irreverent look at ways to save

water during a drought. In one ten-second execution, Nesbitt was shown

bathing with a can of Blackthorn. In the second spot, he appeared

dressed as a cleaning lady as he brewed a cup of tea using cider instead

of water.



The Nesbitt campaign brought an end to the long-running ’definitely a

Dry Blackthorn day’ endline in favour of ’Blackthorn: perfect in parched

conditions. Definitely.’



Matthew Clark has spent pounds 2 million on advertising Blackthorn in

the past year, according to MMS.



Media, which is handled by BBJ Media Services, is not affected by the

review.



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