The Conservatives are set to drop their ’New Labour. New Danger’
slogan in a second rebuff by the party hierarchy for M&C Saatchi.
Senior Tories now admit privately that their efforts to portray Tony
Blair as a threat have failed and are drawing up a new line of attack
for the remaining five weeks of the general election campaign.
While the Tories will feature a pair of ’demon eyes’ in ads to be
launched after Easter, they will not be accompanied by the ’New Labour.
New Danger’ line used in last summer’s controversial campaign.
A Tory source commented: ’The strategy is still there, but we are not
likely to use the slogan any more. The view is that we need something
’It is clear that ’New Labour. New Danger’ has made no impact in the
opinion polls, although it did have an impact beneath the surface.’
It is understood that John Major and the Tory chairman, Brian Mawhinney,
were happy with the original slogan, but that other politicians demanded
a new approach.
The Tories have already admitted that M&C Saatchi’s attack on Labour
over Europe, showing a lion shedding a red tear, was a flop (Campaign, 7
They are planning for the new ads to count down the weeks to the
election using slogans such as: ’Four more weeks of low taxes to go?’
and ’Three more weeks of low unemployment to go?’ The eyes will grow
bigger as the weeks go by.
The Tories are currently using the line: ’Britain is booming. Don’t let
Labour blow it.’ Its use in the latest posters echoes the party’s 1959
campaign by Colman, Prentis and Varley saying: ’Life is better with the
Conservatives. Don’t let Labour ruin it’, which in turn spawned Saatchi
and Saatchi’s 1987 slogan: ’Britain is great again. Don’t let Labour
Labour admen said the new Tory ad showed the party had run out of ideas
and were delighted by its retreat over the ’New Danger’ slogan.