British Bakeries is putting its faith in a woman in a red Baywatch-type
swimsuit to introduce dieters to its lowest-calorie loaf, Nimble Diet
Watch.
Wrightson Dale has created a launch press campaign for the new brand
featuring the line: ‘It’s a lifesaver on the beach.’ The line runs
across the image of a woman wearing the distinctive red swimsuit of the
type usually worn by Pamela Anderson and the supporting cast on the US
TV show. A line at the bottom of the ad is careful to avoid overt
reference to the drama and says: ‘Move over Babewatch. There’s a new
lifesaver on the beach.’
‘Nimble Diet Watch has a straightforward proposition to show it is the
lowest calorie loaf on the market,’ Barry Wrightson, creative partner of
Wrightson Dale, said. ‘We wanted to get that story across but without
being too serious. ‘Diet Watch’ and ‘babewatch’ have an obvious
resonance and we think that the theme will work particularly well in
January, when everyone starts to think about the beach again.’
The ad will run in slimming titles, such as Slimming and Weight Watchers
Magazine, throughout the year. It is the first time that Nimble has
advertised in the specialist slimming press. At 25 calories a slice,
Nimble Diet Watch is aimed at hardcore dieters.
The dietary bread sector is worth pounds 26 million at retail prices and
is growing at 3 per cent a year, compared with the 1.3 per cent
improvement in the overall bread market.
