Alpen spots play on faux pas joke

Weetabix is relauching its Alpen brand with new television advertising aimed at extending its appeal among young adults.

Banks Hoggins O'Shea/FCB has produced three new ads on the theme of the pitfalls of rushing too quickly into situations. All reinforce the brand's new slogan: "Less haste. More Alpen."

The new ads follow an overhaul by Weetabix of its market-leading muesli in response to changing breakfast habits.

As a result, Alpen is being pitched mainly at consumers who are interested in a healthy lifestyle but aren't obsessed with dieting.

The ads focus on characters making faux pas because of their hasty actions.

They are part of a strategy to present Alpen as the antidote to the rushing in a frenetic world.

One spot features two men in a van driving down a motorway in the early hours of the morning. One asks the other: "If you're not doing anything tonight, I was wondering if ..." But before he can finish the sentence the other blurts out: "I'd love to go out with you."

However, it soon becomes obvious that the invitation was not the offer of a date. An awkward silence ensues until a voiceover says: "Be a little less hasty with a breakfast that's got a lot more to it."

The campaign breaks nationally on 17 May and was written by Brian Riley and art directed by Matt Lee. It was directed by HLA's Tom Vaughan.

The Allmond Partnership handles media planning and buying for Weetabix.

The TV activity, with a supporting radio campaign, will run for the next six weeks.

Recent Alpen print work for its No Added Sugar variant under the theme "Sweet. But not too sweet" courted controversy when it appeared at the end of last year. The Advertising Standards Authority investigated one execution depicting teddy bears in bondage gear after complaints that it linked S&M to children.

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