A national press and magazine campaign will promote the Alpen No Added Sugar variant, focusing on the claim that the product has a naturally sweet taste.
Two executions, produced by Banks Hoggins O'Shea/FCB under the theme "Sweet. But not too sweet", deliver the message. They will break on 17 November and run until the end of January.
At first glance, the ads seem to feature saccharine-sweet images including teddy bears and a small girl surrounded by tulips.
But on closer inspection the images are not what they appear. The bears are dressed in bondage gear and the girl has an Omen-like glint in her eye. The copy points out that because of ingredients such as raisins, Alpen No Added Sugar is naturally sweet but not sugary sweet.
The ads were written by Jason Cascarina and art directed by Andy Lennard. The photography was by Alex Mahon through Getty Images.
PHD is planning and booking media for the campaign which will appear in women's weeklies and monthlies, including Heat, OK!, Now, Hello!, Marie Claire and Cosmopolitan, national press supplements and other magazines such as Men's Health.
Weetabix has been overhauling Alpen, the market-leading muesli, in response to fundamental problems in the cereal sector, which has been damaged by changing breakfast habits.