When you’re as keen on Joanna Lumley - star of the previous Muller
Fruit Corner ads - as Ken Wood is, it must be hard to accept Vic Reeves
and Bob Mortimer for the latest Muller Lite ad. Muller’s managing
director, and the man who engineered signing Lumley, admits the comic
duo are not to everyone’s taste. But he also believes the latest TV
campaign’s ’relatively simple but humorous approach’ will appeal to the
brand’s 18- to 35-year-old target audience.
The ad, through Team Saatchi, shows stars of the comedy TV series,
Shooting Stars, exploring the themes of pleasure and pain in their own
slapstick style. The idea was chosen to reflect the brand’s qualities of
superior taste and virtually fat-free content and ends with the
strapline: ’Pleasure without the pain.’
While Muller doesn’t have a policy of using celebrities, Wood firmly
believes ’the comedy timing was spot on’ and ’could only be achieved by
using professional comedians, such as Vic and Bob’.
Wood, 46, began his marketing career in 1972 with the then
Birmingham-based Heinz. He stayed with the company for ten years,
working his way up from market research executive. Wood then moved to
Eden Vale - where his roles ranges from acting tea-lady to managing
director - before leaving to set up Muller in the UK.
He began on 1 April 1986 - a date he remembers with telling ease - as
the company’s sole employee. Although he felt lonely at first, the
opportunity was too good to miss. During his ten years at the company,
Wood has overseen the introduction of new product lines, which have
given Muller a leading market share of 27 per cent. But for all this
success, you sense he misses his marketing days a little when he
comments: ’I’m just a meddler now, mine is far more of a general
And, as for Joanna Lumley, he’s not letting on where he keeps his signed
photograph. ’That’s mine to know,’ he teases.