Magazine article Marketing

Marketing Promotion: The Thinkboxes Winner for July/August 2009 - Pure TV Brilliance from Hula Hoops

Magazine article Marketing

Marketing Promotion: The Thinkboxes Winner for July/August 2009 - Pure TV Brilliance from Hula Hoops

Article excerpt

The winner of the Thinkboxes award for July/August will have moved even the most cynical of TV viewers to mirth.

The brief was to remind people that Hula Hoops are fun to eat, so the ad showcases how the unique shape of the snack can inject playfulness into even the most mundane occasion.

The winning ad features a DJ hand character, complete with Hula Hoop decks and sunglasses.

The camera pans back to reveal that the hand belongs to a man on a train, who receives a bemused look from the ticket collector.

The spot is part of a pounds 1.5m integrated campaign from brand owner United Biscuits to promote its Golden Hoops Film Awards, which invites the public to submit films of their own Hula Hoop finger puppets. The campaign strapline is 'In a hole world of their own'.

'Hula Hoops is a much-loved, iconic brand, which appeals to a wide range of consumers,' says Helen Warren-Piper, marketing director of bagged snacks at United Biscuits UK. …

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