Burkitt DDB has turned four T&T soft drink cans into celebrities to promote the launch of the drinks range in its sponsorship of the new ITV programme Popstars.
The campaign features the four T&T drinks cans, with names like Jazzberry and Tropicombo, as popstars that have hit the big time. Through the five-, ten-, 15- and 20-second idents, the band mirrors the archetypal rock 'n' roll lifestyle as they progress through the glitz and glamour of showbiz.
The idents show the cans suffering the heartache and problems that come with the trappings of fame, all under the careful eye of their enthusiastic manager.
The campaign aims to launch the soft drinks on the back of the expected hype around Popstars. The programme enjoyed massive success when it ran in Australia last year.
The idents, which break this week, will run during the show and through into summer. The exposure created will attempt to create a niche for the new drink in a market normally dominated by soft drink giants such as Coca-Cola and Pepsi.
The campaign, which has an overall marketing budget of pounds 8 million, will also run with extended ambient slots including talent competitions, street entertainers and advertorial stunts with lifestyle magazines.
The cans' packaging is designed by Interbrand Newell & Sorrell. Burkitt DDB's sales and promotions arm Orca will produce retail promotions and merchandising incentives to complement the campaign.
The campaign was written by Philip Webb and art directed by Tony Curran.
It was directed by David Knight through Bliss. Media planning and buying is done in-house.
Jonathan Hoare, managing director of Burkitt DDB, said: 'T&T drinks taste like real fruit and contain more natural ingredients than any other soft drink. We have been lucky enough to find a media event that exactly suited our brand personality, and it has acted as a catalyst on all other areas of the communication matrix.'