Thermos, the company famous for its vacuum flasks, has hired TBWA to
mount its first ad campaign since 1968 in a bid to raise its profile
The two-week pounds 500,000 48-sheet poster campaign will break on 15
April, with ads running nationwide in both the UK and France.
The campaign launches a new range of Japanese-designed stainless steel
The work will seek to rid Thermos flasks of their ‘nerdy trainspotting
image’, David Berry, Thermos’s marketing manager, explained. He said
Thermos ‘wanted something on the Wonderbra scale’ for its advertising.
TBWA won the business after a non-competitive pitch earlier this year.
‘We have this very traditional image in the UK and we are hoping this
campaign will change that. We are missing out all those people who see
the dated image of Thermos and associate it with trainspotters and less
trendy consumers. We want to be part of the lives of 24- to 34-year-old
consumers,’ Berry said.
The three executions will each feature a photograph of the new flasks
with bold headlines on a black background carrying the lines ‘Hip
flask’, ‘Trainspotters of the world ignite’ or ‘Leave it, grandad’. The
endline reads: ‘Thermos. The flask just got hot.’
The ads were written by Trevor Beattie, TBWA’s creative director, and
art directed by Steve Chetham.
Beattie said: ‘These flasks are aimed at a new audience. These are for
people who are sipping ice-cold white wine in the park with someone they
shouldn’t be with.’