Magazine article Marketing

Rowntree Doubles Ad Spend in Bid to Lose "Toffs" Image

Magazine article Marketing

Rowntree Doubles Ad Spend in Bid to Lose "Toffs" Image

Article excerpt

Rowntree doubles ad spend in bid to lose "toffs" image

Rowntree Mackintosh has doubled ad spend on its After Eight brand to back a new advertising strategy, which aims to end its image as the `toff's chocs".

The 1.2m[pounds] campaign through JWT compares with a spend of 550,000[pounds] last year and is described by Rowntree as "the biggest change of approach since the brand was launched in 1963."

Previous advertising for the mint chocolates portrayed them as an after dinner accessory for the aristocracy, eaten by candlelight and washed down with port.

The new campaign is set in the Arctic and features an encounter between an eccentric explorer and a group of eskimos. The explorer, who has been airlifted a box of After Eight mints, feels duty bound to invite the eskimos to a dinner party. While blizzards rage outside, inside candles flicker and the mints are passed around by bemused eskimos.

The deliberately broad appeal of the new ad is part of Rowntree's strategy to take the after dinner mint to a wider market. …

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