CAMPAIGN MEDIA AWARDS 1998: Best Use of Mixed Media - Avanti, the relaunch of sex

Avanti, the relaunch of sex.

Avanti, the relaunch of sex.

Traditionally, condom advertising is focused around sex. The premium

positioning and price of these condoms led to the strategy of appealing

to a more affluent and discerning audience that is in search of a

superior lifestyle. So, media included postcards in top restaurants,

arts/cultural review sections, internet banner ads on appropriate sites,

interior taxi panels, style and lifestyle sections in magazines and

sampling activity in exclusive retail outlets.


Designed to appeal to media-literate and sceptical teenagers, the media

plan included affiliations with the Avengers movie, sponsorship of the

Big Breakfast’s ’find me a model’ and relevant outdoor - including



The need to maintain Stella’s reassuringly expensive image inspired a

focus on the movies, using TV (around quality or cult movies), a ’UCI

Stella screen’ slot that showed cult movies every week throughout the

summer and a deal with Emap including sponsorship of the Empire movie



Title: Avanti, the relaunch of sex

Media Agency: Universal McCann

Media Director: Angus Ogilvy-Stuart

Media Planner: Satin Ahadzadeh

Creative Agency: McCann-Erickson

Creative Director: Mike Court

Account Director: Sharon Gallacher

Client: London Rubber Company

Brand/Product: Durex Avanti

Marketing Director: Leigh Taylor

Brand Manager: Debbie Zadeh


Title: 17 cosmetics

Media Agency: BMP Optimum

Media Planning Director: Avril Gallagher

Media Planner: Stuart Butler

Creative Agency: St Luke’s

Creative Director: Kay Stanners

Account Director: Holly Day

Client: Boots the Chemists

Brand/Product: 17 cosmetics

Category General Manager: Gary Cormack

Product Manager: Tracy Armson


Title: Stella Artois, movies that matter

Media Agency: Motive Communications

Media Director: Kevin Brown

Group Director: Peter Edwards

Creative Agency: Lowe Howard-Spink

Creative Director: Paul Weinberger

Account Director: James Scroggs

Account Planner: Pete Brown

Client: The Whitbread Beer Company

Brand/Product: Stella Artois

Marketing Director: John Derkach

Director of Brands Marketing: Ruth Fisher.

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