Ammirati Puris Lintas has created a through-the-line campaign using
cartoons to launch Brooke Bond’s ’hot drinks in cans’.
The ’hot drinks in cans’ range includes ready-to-drink PG Tips Tea, Red
Mountain Coffee and Choky chocolate. The drinks will be available from
vending machines in newsagents and petrol stations, aimed at people on
the move - such as commuters, taxi drivers and builders.
The ads, which will run on Superlites, bus-rears and 48-sheets, feature
cartoons of working people who would love a hot drink but cannot take
The first execution features a policeman sitting on a chair in the
middle of the road. A teapot is beside him on a table and a cup of tea
is in his hand. A major traffic jam has piled up around him as he
ignores his duty to sip his tea. Above the picture, printed boldly on a
red background, is the word, ’can’t’. Underneath is a second picture of
the policeman’s hand holding a can of steaming PG Tips with the word,
’can’. Other executions feature a bus-conductor, a builder and a woman
waiting in a bus-queue.
The campaign includes radio, direct marketing, ad-vans, ad-bikes and
Nick Sanders, senior brand manager at Van den Bergh Foods, said: ’We
expect ’hot drinks in cans’ to create an impulse category that will
match the worth of the impulse ice-cream market. We are delighted with
the communications package Ammirati Puris Lintas has devised.
It is a major step towards achieving our aim and will drive awareness of
the concept and encourage habitual use.’
The ads were created at APL by the copywriter, Joolz Sparkes, and the
art director, Nelson Taj. Point-of-sale and direct mail was created by
Nicky Bullard and Ali Peaty at APL. Media planning is through APL with
buying through Initiative Media and Concord.
The campaign will break this week across the North-west, before being
rolled out nationally.