Virgin is boosting advertising spend on its Cola brand
significantly and will invest pounds 5 million on a new branding
campaign through Rainey Kelly Campbell Roalfe.
Four new TV spots, which break next month, develop the brand’s ’unreal’
theme by focusing on the ’unreal world of Virgin Cola’. Spoof ads set in
Brazil, Finland, Italy and Turkey send up the worst type of television
programme found in each country.
The ’Finland’ commercial takes place in a sauna and features two
enormous, naked men who drink from a Pamela Anderson-shaped bottle. They
emerge from the steam to find they have grown giant plastic breasts.
In the ’Italy’ spot, a man catches his tie in a drinks vending machine
in a hospital, and a nun steals his Virgin Cola and pinches his bum.
A shopping-channel-style programme is the setting for ’Brazil’, where
two dieters in shiny leotards miraculously lose the spare tyres around
their waists. The final spot takes place in a sweaty Turkish prison
reminiscent of the film, Midnight Express.
All four ads have an appropriately cheesy soundtrack, using
old-fashioned folk music, tacky Europop, tinny samba and a whiney
Turkish love song respectively.
James Murphy, the account director on Virgin Cola at Rainey Kelly, said:
’Other cola brands force their naff international ads on the UK, so we
have done make-believe versions.’
Last year, Virgin Cola spent less than pounds 1 million on branded
advertising, concentrating instead on promotions such as the ’Pammy’
bottle and Euro 96 spoof press ads. Improved distribution for the cola
has been the catalyst for the increase in spend this year.
The commercials were art directed by Andy Blood, written by Richard
Beesening and directed by Joahm Camitz through Outsider. Media planning
and buying for the campaign is through Manning Gottlieb Media.