The makers of Ovaltine are stepping up efforts to overcome
children’s aversion to milk drinks with new advertising to promote a
cold, ready-to-drink variant.
Abbott Mead Vickers BBDO has produced the national TV campaign for the
version of Ovaltine Power which was launched by Novartis, Ovaltine’s
manufacturer, earlier this year.
Ovaltine Power, which is aimed at children aged between five and 12, is
intended to make hot milk more palatable and develop the Ovaltine brand
into a more potent competitor to SmithKline Beecham’s Horlicks.
The cold variant will compete directly against brands such as Dairy
Crest’s Frijj and MD Foods’ Gulp!, which spent pounds 1 million on
sponsorship of The X-Files on its recent return to Sky One.
The new initiative, which breaks nationally on Thursday, is spearheaded
by a 30-second ad featuring a schoolboy who is in detention.
When his teacher lets him go he notices a toy red car on a desk which he
spins on to its roof, while drinking the bottle of Ovaltine Power in his
Meanwhile, his teacher is astonished to find his red car flipped over
and spinning on its roof in the carpark. The action switches to show the
boy’s eyes glowing orange.
Simon Points, AMV’s board account director on the business, said: ’Since
its launch, the advertising has reflected the theme of empowerment, of
kids gaining control in an adult world.’
The film, which is supported by a poster campaign, was written by Simon
McQueen, art directed by David O’Sullivan and directed by Chris Dada for
Academy. Media buying and planning are by CIA Medianetwork.