Magazine article Marketing

ADWATCH: Hula Hoops Aims to Extend Appeal with 'Fun' Message

Magazine article Marketing

ADWATCH: Hula Hoops Aims to Extend Appeal with 'Fun' Message

Article excerpt

Hula Hoops is continuing its ad strategy of raising the awareness of its range with youngsters.

KP Snacks' latest ad for its Hula Hoops brand features the spoof sponsorship of fan Steve Threlfall. The ad is the third and final spot in its campaign. It reached number four in this week's Adwatch table, with 58% recall and was created by Publicis.

The ad starts with 'a sponsor's announcement', where Hula Hoops says it will no longer sponsor Steve, because a private investigator found him eating a non-Hula Hoops snack.

The documentary style-ad then recalls all of the sponsorship activity that Steve has taken part in over the past two ads. Steve is completely oblivious to this, wondering why he is followed by cameras and photographed like a celebrity.

On one occasion, when he returns from holiday, he arrives home to find his house painted like a packet of Hula Hoops. The ad ends: 'Steve Threlfall - no longer sponsored by Hula Hoops - sorry Steve, perhaps the pressure was too much'.

Fiona Keyte, planning director on KP at Publicis says: 'We are continuing with the strategy of widening our consumer appeal, so we are targeting young teens and people in their 20s as well as younger kids. …

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