Nimble releases its balloon as it moves into health market

The famous Nimble balloon is set to disappear from its advertising following the appointment of a new agency - Gotham - to help relaunch the weightwatchers’ bread as a health brand next year.

The famous Nimble balloon is set to disappear from its advertising

following the appointment of a new agency - Gotham - to help relaunch

the weightwatchers’ bread as a health brand next year.



The British Bakeries-owned Nimble, which counts Hovis among its

stablemates, became famous in the 70s for ads featuring a girl ’flying

like a bird’ in a hot air balloon. A modernised version in which a girl

in leggings bungee-jumped out of the balloon, surfaced briefly last

year.



However, the balloon as a symbol of lightness has now been deemed

irrelevant, as public tastes have moved on and slimming products have

lost their cachet to more general health foods, such as low-fat

margarine and whole-meal bread.



As well as reviewing its advertising, Nimble has changed its ingredients

and will relaunch next spring with a new advertising campaign. Industry

sources confidently expect this to concentrate on a new eye-catching

idea that can generate additional press coverage, although an official

spokesman declined to be drawn: ’It’s still up for debate how we go

forward,’ he said.



Gotham picked up the business after a final shoot-out with Griffin Bacal

and the incumbent, Wrightson Dale, following which each idea was put

into consumer research.



Ali Large, managing partner of Gotham, declined to give any details

other than to confirm the appointment: ’It will be a wonderful challenge

to make the brand famous again,’ she said.



British Bakeries initially asked the Advertising Agency Register to help

shortlist five agencies for the account, and early stages of the review

included Banks Hoggins O’Shea and Court Burkitt & Company.



Media on the business remains with BBJ Media Services.



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