Griffin Bacal has won the pounds 3 million launch task for a new
range of fruit drinks.
Called T&T, the range of drinks, which uses only natural ingredients,
was developed for the own-label market in the US. The drinks have now
been reformulated to suit European tastes and will be distributed in the
UK via supermarkets.
Griffin Bacal pitched against Banc, which had worked on earlier
campaigns for T&T, and another un-named agency for the business. Since
winning the account, it has been developing a campaign to position the
five flavours as a range of quirky and natural drinks.
One 30-second and two ten-second TV spots break this week and feature
two naked eccentrics. The ads bring to life the name of T&T with a pair
of fictitious characters whose dedication to creating new soft drinks
spills over into unworldly eccentricity. The campaign line is: ’Real
fruit drinks made by real fruits.’
Both T and T are shown stark naked discussing how only natural
ingredients go into their product. But when an interviewer asks them if
they are nude ’because of the natural ingredients’ , they are baffled by
the question and reply: ’No, it’s just a bit warm in here.’
The ads were written and art directed by John Silver, and directed in
mock-documentary style by Dominic Savage of Stark Films. Media is
through PHD Compass.
The initial pounds 1.5 million burst will run from May until mid-June
and will be backed by a radio campaign.