WINNER
Title: Relaunch
Media agency: Rocket
Account director: Donna Glanvill
Marketing director: Michiel Havermans
Client: Perfetti Van Melle
Brand/product: Fruittella
The Cartoon Network show Ed, Edd 'n' Eddy was chosen as the perfect fit for the sweet brand Fruittella's "excitable mischief" positioning. It sponsored the show and created similarly cheeky characters Tel, Tell 'n' Tella for the show's sponsorship credits. The characters were then brought to life online. Rocket also revamped two pan-European TV ads it inherited, changing the endline and making them interactive and got the Fruittella name on the shirts of the Dennis the Menace Euro 2004 football team.
The campaign led to a 79 per cent rise in sales.
