Weetabix TV ads aim to reinvigorate brand

Weetabix is launching a pounds 3.5 million ad blitz this week as part of a relaunch that spells the end of the ’have you had yours?’ campaign, which has been running for 11 years.

Weetabix is launching a pounds 3.5 million ad blitz this week as

part of a relaunch that spells the end of the ’have you had yours?’

campaign, which has been running for 11 years.



The company hopes to reinvigorate the brand with new work as it fights

its corner in the highly competitive cereal market. Agency research has

shown that the brand has lost some relevance and impact among target

consumers.



The campaign expresses the advantages of eating Weetabix as well as the

disadvantages of not eating the cereal using the straplines ’Withabix’

and ’Withoutabix’.



The initial burst of ads includes four executions, three ’Withabix’ and

one ’Withoutabix’. Another two will follow later in the year.



The ’Withabix’ ads show what people are capable of if they have eaten

the cereal. One is of an elderly lady slowly ascending the stairs on a

stair lift. She dismounts and then slides down the banisters. A second

shows a Japanese gymnast performing on the hoops. He manages to scratch

his itching nose while still holding on to a hoop with one hand. The

third shows a beach emptying as a tidal wave approaches, only to be

taken over by surfers.



’Withoutabix’ shows two Grand Master chess players. The defending

champion deliberates, until he asks his opponent: ’What colour am I

again?’



’Tidal wave’ was art directed by Andy Amadeo and written by Mick

Mahoney.



It was directed by John Marles through RSA Films. ’Gymnast’ and ’stair

lift’ were art directed by Vince Squibb and written by Paul Silburn.

They were directed by Paul Gay, through Outsider. ’Chess’ was art

directed and directed by Vince Squibb and written by Paul Silburn. The

production was by the Paul Weiland Film Company and media buying was by

Western.



David Goring-Morris, general manager of Lowe Lintas & Partners UK, said:

’Weetabix has a tradition of famous advertising. This work is an

exciting approach that will make one of our best-loved brands even more

famous.’



Become a member of Campaign from just £45 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content

Share

1 Why creative people have lost their way

What better way to kick off the inaugural issue of Campaign's monthly print offering than with another think piece on the current failings of our industry, written by an embittered, pretentious creative who misses "the way things used to be"...

Share

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).