ONE TO LOOK OUT FOR - FANTA - FANTA Z
Project: Fanta Z
Client: Julia Goldin, marketing director, Coca-Cola GB
Brief: Launch Fanta Z
Creative agency: Mother
Art director: Mother
Media agency: Vizeum
Media planner: Alex Sullivan, Rachael Winter
Production company: Rokkit
Director: The Perlorian Brothers
Editor: Marshall Street Editors
Post-production: The Moving Picture Company
Audio post-production: Factory
Exposure: National TV
Coca-Cola is launching an ad campaign to support the launch of Fanta Z. This is the first step in a radical change in strategy that will see all of Coca-Cola's diet variants receiving the lion's share of its advertising budget. A humorous TV campaign by Mother features people spitting out Fanta Light. It focuses on the idea that the old diet Fanta tasted horrible, but things have changed.
Mother's Andy Medd explained: "Fanta is being honest to consumers about the fact that some people felt the product needed improving. While everyone liked the idea of Fanta Light, not everyone liked the taste. By acknowledging this, consumers are more likely to believe that it's a better product."
In the spot, a romantic couple, two tennis players and a posh-looking lady all take a swig but then spit it out. An immaculate shoe stamps the old Fanta Light into the ground before Fanta Z emerges, with flowers blooming around it. The explanation that the new drink has a new taste and the words "Hello Fanta Z" then appear.
Coca-Cola's Z range, standing for zero added sugar, was launched in April and sees the Diet and Light versions of Fanta, Dr Pepper, Sprite and Lilt being rebranded.
A health backlash against sugary drinks saw UK sales of Fanta fall 11 per cent last year to ú162 million.
NICORETTE - FRESHMINT
Project: Nicorette Freshmint
Client: Ben Peters, marketing manager - consumer, Nicorette
Brief: Communicate that Nicorette Freshmint Gum gives you fast, flexible
control of your cravings
Creative agency: Abbott Mead Vickers BBDO
Writers: Mark Fairbanks, Markham Smith
Art directors: Mark Fairbanks, Markham Smith
Planners: James Miller, Toby Horry
Media agency: MindShare
Media planner: Newspaper Marketing Agency
Exposure: National newspapers
Nicorette is looking to increase its share of the ú68 million smoking cessation market with a new campaign for its Freshmint Gum.
The brand currently accounts for half the sector, with its rivals, Niquitin CQ and Nicotinell, splitting the remaining share. Its new print campaign, through Abbott Mead Vickers BBDO, is aimed at smokers who want to kick the habit but find it difficult to take the first step. The executions, which are illustrated by the UK cartoonist Steven Appleby, feature common excuses for not quitting such as "smoking is a smelly, dirty dangerous habit ... but I only do it to be sociable" and "giving up is easy. I've done it loads of times". Each execution features the endline: "For fast, flexible control of your cravings."
WRIGLEY'S - BIKE JUMP
Project: Bike jump
Client: Ian Bray, marketing director, Wrigley's
Brief: Encapsulate the brand benefit of clearing your head and
sharpening your senses
Creative agency: Abbott Mead Vickers BBDO
Writer: Ben Kay
Art director: Daryl Corps
Media agency: MediaCom
Exposure: National and satellite TV
A kick of menthol from Wrigley's Airwaves chewing gum sharpens a stuntman's senses and prevents him from jumping a massive canyon on a motorbike.
The new ads, by Abbott Mead Vickers BBDO, highlight how the sugar-free gum clears your head. A daredevil stuntman is preparing to jump the "gorge of certain death" until somebody hands him a piece of gum. He regains his senses and, realising his insanity, drives away.
SONY WALKMAN - GYM, BEACH
Project: Gym, beach
Client: Paul Hide, general manager marketing communications, Sony UK
Brief: Sony Walkman lasts longer than the competition
Creative agency: Fallon
Writer: Jez Willy
Art director: Al Davis
Planner: Lucy Howard
Media agency: OMD UK
Media planner: Conor Doyle
Photographer: Steen Sundland
Exposure: National six-sheet posters
Sony UK is taking the battle to Apple with a national outdoor campaign for its new range of MP3 players.
In recent years Sony has updated its Walkman range from cassette to mini-disc ... and now to top-of-the-range MP3, in order to offset competition from Apple's iconic iPod. This time around, the electronics giant has created a series of six-sheet posters through Fallon, which promote two MP3 products with battery lives of 40 and 50 hours respectively.
The executions show fitness fanatics who have tried and failed to outrun their Walkmans. One features a man collapsed in a gym as a lone treadmill hums along, while another shows a man who has passed out on a beach by the feet of his dog. The posters will be supported by online executions. The entire campaign, which launches this month, will use Sony's new global strapline, "like.no.other".
CHRISTIAN AID - CHRISTIAN AID WEEK
Project: Christian Aid Week
Client: Jeff Dale,head of marketing and supporter relations
Brief: Christian Aid invests in things that multiply
Creative agency: Campbell Doyle Dye
Writer: Sean Doyle
Art director: Dave Dye
Planner: Craig Harries
Media agency: John Ayling & Associates
Media planners: Suzanna Balchin, Liz Nixon
Exposure: National and church press
Moving away from the images of famine often associated with aid-agency advertising, Campbell Doyle Dye has created a humorous print campaign for Christian Aid.
The ads, which support the charity's annual fundraising drive, Christian Aid Week, convey how donations go towards a long-term solution to poverty, rather than simple short-term handouts.
Backed by a significant portion of the charity's ú3.8 million ad budget, the ads use a handwritten typeface and childlike illustrations encourage potential donors to give generously. All of the ads use the strapline: "You add, we multiply."
More than seven million people are involved in Christian Aid Week each year. Last year, ú14.7 million was raised during the week to support the charity's work in more than 50 of the world's poorest countries.
ULTIMATEPOKER.COM - UK BRAND CAMPAIGN
Project: UK brand campaign
Client: Melissa Gaddis, marketing director, UltimatePoker.com
Brief: Raise awareness of the brand in a cluttered market and drive
traffic to the site
Creative agency: FCB London
Writer: Bryn Atwell
Art director: Mark Robinson
Planner: Marc Farror
Media agency: Tonic
Media planner: Geoff Seale
Photographer: Photolibrary stock footage
Exposure: National press, outdoor sites, online
UltimatePoker.com is trying to gain a bigger share of the ú20 million daily UK internet gambling market by launching a campaign through FCB London.
Research has identified two breeds of internet poker player: "considerers" and "switchers". The former are timid beginners who are thinking of playing, the latter are aggressive veterans.
FCB is trying to attract both types in one campaign by combining aggressive and timid animals to highlight the juxtaposition of both groups. Three executions will appear in the national press and on outdoor sites, in taxis, on the London Underground and online.
In 2004, the internet poker industry made more than $1 billion worldwide, 12 per cent of worldwide internet gambling revenue. In 2005, this is expected to rise to $2.4 billion, 20 per cent of the worldwide internet gambling revenue.
PEPERAMI - PEPERAMI NOODLES ARMY
Project: Peperami Noodles Army
Client: Iain Brooksbank, brand manager, Unilever.
Brief: Shout about Peperami Noodles
Creative agency: AKQA
Writer: Colin Byrne
Art director: James Capp
Planner: Richard Hedges
Media agency: M. One
Media planner: Takako Oyama
Designer: Miles Unwin
Unilever has launched an online campaign for Peperami Noodles, the latest extension to the spicy snack brand.
Created by AKQA, the ads feature a Peperami Noodles Army, dedicated to "making the mundane insane".
A website includes a video, a tour of the army's HQ and a selection of training videos. Visitors who "sign up" to join the army get a welcome pack with further video content and details of how to create their uniform. Films on the site will be promoted through viral seeding.
EUROSTAR - 2005 BRAND CAMPAIGN
Project: 2005 brand campaign - leisure and business
Client: Greg Nugent, marketing director, Eurostar
Brief: Travelling by Eurostar brings out the best version of you
Creative agency: TBWALondon
Writer: Tim Hearn
Art director: Graham Cappi
Planner: Michael Davidson
Media agency: Manning Gottlieb OMD
Media planners: Chris Ware, Greg Paterson
Media spend: ú3 million
Photographers: Damien Laurent, Annelise Howard-Phillips, Leila Naaman,
Exposure: National press, posters in London and the South-East
The new Eurostar press and poster campaign focuses on the day you have following a trip on Eurostar.
The ads, by TBWALondon, introduce the new strapline: "You carry your journey with you. So make it Eurostar."
Four executions feature people relaxing after an apparently stress-free journey. One shows a contented family in a hotel room with the line: "A good journey follows you around all day." Two others depict happy lovers in a cafe and a girl relaxing on a park bench.
The new work will be concentrated on London and the South-East. However, the opening of the St Pancras International terminal in 2007 will shorten journey times meaning Eurostar can advertise to a wider audience. It is set to double its media spend to ú10 million next year.