Nestle puts £4.8m behind new Polo spots

Nestle is spending £4.8 million on a TV campaign to relaunch its flagship Polo brand, with animated ads designed to get its new "Hole-y refreshing strapline across to consumers.

The work marks the first TV brand advertising for Polo since 1999, and relaunches the brand with new packaging. It focuses on the range's five core flavours: original, citrus sharp, sugar free, fruits and spearmint.

The first two ads are set in a "Polo world", where "The Creator", a demanding character with a polo on his head, oversees the selection of the sweets.

In "Taraah!", he watches a series of auditions in which original Polos perform for places in the tube. The Creator dismisses them, before he spots Roland, a Polo who excels himself.

Unfortunately, Roland fires himself from a canon and smashes against a wall.

"Exam promotes the citrus sharp flavour, and sees a Polo called Billy trying to pass an exam. He fails, whereupon The Creator smashes him with a jack-hammer released from the ceiling. The ads were planned and bought by MindShare, and break on 1 August.

Polo's marketing manager, Catherine Dymond, said: "This relaunch is designed to reinvigorate the brand under the canopy of 'Hole-y refreshing'."

The campaign comes a year after the launch of Polo Smoothies with a £2.7 million adspend, designed to push Polo into the mainstream sweets sector.

Nestle also rolled out a campaign for the Polo Super Mint sub-brand in September 2000.

The ads were written by Jonathan John and art directed by Nick Wootton, and the animation was directed by Luis Cook through Aardman.

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