Nestle axes 20-year love theme for Rolo in favour of humour

Nestle is axing its famous and long-running slogan for Rolo after 20 years and has signed the "ladette" DJ Sara Cox for a new campaign to give the brand a more modern appeal.

The move means the end of the ads that asked consumers: "Do you love anyone enough to give them your last Rolo?" In its place will be a TV commercial showing a girl flashing her knickers.

J. Walter Thompson is changing the direction of the advertising promoting the chocolate-covered toffees in response to research suggesting romance is less important than it once was to couples.

The new ad, with a voiceover by Cox and described by Nestle as "edgy", features a girl striding around her office with her skirt tucked into a gigantic pair of knickers. The new line is: "Discover the power of the last Rolo." A ten-second version of the ad will invite people to send in their own dare ideas.

Nestle decided the old approach was too sentimental after research revealed that seven out of ten UK couples now think humour is more important in a relationship than romance.

Jo Blackburn, the JWT account director on the business, said the aim was to make the Rolo brand stand out more in an increasingly crowded sector.

"The last Rolo is a well-loved concept but consumers felt that giving theirs to their boyfriend was old-fashioned and soppy," she said.

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1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).