The campaign aims to show that T&T is less gassy and lower in sugar, and features poster and TV executions. In six ten-second spots, untalented youngsters are shown auditioning for a career in pop before being stopped by the sound of a burp and the words "had enough of pop?".
The stars of the campaign were recruited using ads around the country asking for pop talent. The contestants didn't realise that the worse their audition, the more likely they were to succeed.
The print work uses the line: "Most number ones are a pile of number twos", intended as a reference to the bland, sugary popstars on TV. The TV and print work flags up the had-enoughofpop.com website.
Media planning and buying is through Manning Gottlieb OMD. The ads target teens with airtime planned around programmes including CD: UK, Hollyoaks and Star Trek, as well as on music channels. The press work will run in titles including Smash Hits and Top of the Pops.
The campaign was written and art directed by Matt Ryan. He also directed the TV ads, through WilfNoggins.