Yorkie makes shift from 'not for girls' positioning with new TV ad
Nestlé-owned chocolate bar Yorkie is to launch its first TV ad in 10 years, in a move which sees the brand move away from its controversial "It's not for girls" campaign.
The brand will this weekend (4 June) roll out a TV ad, by JWT London, using the new tagline "Man Fuel for Man Stuff". The comical clip depicts men as behaving like "superheroes" when carrying out simply everyday tasks, with a character carrying his entire supermarket shop from his car to the house in a single attempt.
Yorkie first launched its "not for girls" positioning in 2002, in an effort to better target male consumers. Then-marketing director Andrew Harrison said the campaign was planned as a deliberate antidote to the "feminine silks and swirls and indulgent images of most confectionery advertising".
Shortly after its launch, sampling activity based around the campaign was banned in cities such as Birmingham and Liverpool after being deemed "sexist". The Advertising Standards Authority (ASA) also dismissed complaints about a Yorkie print ad running in FHM magazine using the headline "Size matters".
This article was first published on marketingmagazine.co.uk
- Exhibition Designers WRG Live Competitive salary and benefits package dependant upon experience, Manchester, Greater Manchester
- Producer WRG Live Competitve salary and benefits package dependent upon experience, London (Central), London (Greater) / Manchester, Greater Manchester
- Content Manager WRG Live Competitive salary and benefits package, Manchester, Greater Manchester
- Digital Media Consultant Silverdrum £25,000 - £35,000 depending on experience + uncapped commission, London (Greater)
- Account Director - B2B and IT David Thatcher Recruitment £45-55k, West London, M40 Corridor
Agency: Wieden & Kennedy New York
- Macmillan defends hijacking ice bucket challenge
- Comparethemarket.com first UK brand to run Facebook Premium Video ads
- Game Of Thrones actress stars in online Karen Millen campaign
- Guinness Africa launches 'made of black' campaign with Kanye West ad
- Twitter launches learning hub for agencies
- Uncle Ben's launches YouTube cooking show