JWT launches debut TV ads for Polo Smoothies

J. Walter Thompson has unveiled its first campaign for Polo's new

range of sweets, branded Polo Smoothies.

The agency will launch the strawberry and cream sweets with two TV

spots, entitled 'hole couture', that lampoon the pretentiousness of the

fashion industry.

The commercials feature Polo Smoothies as the latest must-have fashion

accessory. The stylised executions include models wearing lampshades on

their heads while draping themselves over chaise longues.

The Polo sweet appears as a light switch and necklace. The spot ends

with a model sticking out her tongue to reveal the sweet. The ad ends

with the strapline: 'Pour homme, pour femme, pour la gob.'

The launch is Polo's debut in the hanging bag sector. The company is

backing the new product with a pounds 2.7 million marketing spend.

Jo Rosenblatt, Polo's account director, said: 'Polo wants to tap into a

market outside of the mint sector - which is in decline. They wanted to

move into an indulgent sector.'

The ad, which launches on 26 March, will appear on national television.

No posters or press are planned for the campaign.

The agency expects to branch out into other media when the next flavours

are rolled out, expected to be in 2002.

The ad was art directed by Dave Woodall, written by Matt Lloyd and

produced by David Bartrim. Fatima directed the spot through Tomboy

Films. Media planning and buying is being handled by MindShare.

Polo's move into the hanging bags confectionery sector is not driven by

consumer research but by a desire to branch out from the tube sweets

sector in which it has made its name.

The new product will compete in a crowded market and follows the launch

of a similar confectionery product from Bendicks of Mayfair in March


The company spent pounds 2 million on a launch campaign for Campino,

developed by the German agency Pahnke & Partners.

Bendicks' German parent company, Storck, also produces Werther's

Originals and Riesen chocolate chews.

JWT conducted its own focus group on the sweets market. Rosenblatt

commented: 'No-one had heard of Campino, the Polo name is much more


JWT is looking to push the product in other media. 'We will hopefully

try to get into the cinema,' Rosenblatt added. 'We want to link up with

Bridget Jones' Diary but we are still in negotiations.'

The creative team behind the ad, Woodall and Lloyd, also produced the

Kellogg's spot 'dawn of man' in June last year, showing the evolution of

an incoherent mumbling fool to a sharp-suited businessman after he has

consumed his cornflakes.