NEWS: Thermos unveils its first ad work for 20 years through TBWA

Thermos, the company famous for its vacuum flasks, has hired TBWA to mount its first ad campaign since 1968 in a bid to raise its profile among twentysomethings.

Thermos, the company famous for its vacuum flasks, has hired TBWA to

mount its first ad campaign since 1968 in a bid to raise its profile

among twentysomethings.



The two-week pounds 500,000 48-sheet poster campaign will break on 15

April, with ads running nationwide in both the UK and France.



The campaign launches a new range of Japanese-designed stainless steel

Thermos flasks.



The work will seek to rid Thermos flasks of their ‘nerdy trainspotting

image’, David Berry, Thermos’s marketing manager, explained. He said

Thermos ‘wanted something on the Wonderbra scale’ for its advertising.

TBWA won the business after a non-competitive pitch earlier this year.



‘We have this very traditional image in the UK and we are hoping this

campaign will change that. We are missing out all those people who see

the dated image of Thermos and associate it with trainspotters and less

trendy consumers. We want to be part of the lives of 24- to 34-year-old

consumers,’ Berry said.



The three executions will each feature a photograph of the new flasks

with bold headlines on a black background carrying the lines ‘Hip

flask’, ‘Trainspotters of the world ignite’ or ‘Leave it, grandad’. The

endline reads: ‘Thermos. The flask just got hot.’



The ads were written by Trevor Beattie, TBWA’s creative director, and

art directed by Steve Chetham.



Beattie said: ‘These flasks are aimed at a new audience. These are for

people who are sipping ice-cold white wine in the park with someone they

shouldn’t be with.’



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