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Alpen variant targets healthy eaters.(Weetabix is directing new advertising for its Alpen brand)(Brief Article)
Weetabix is directing new advertising for its Alpen brand at consumers who are interested in a healthy lifestyle but aren't obsessed with dieting.
A national press and magazine campaign will promote the Alpen No Added Sugar variant, focusing on the claim that the product has a naturally sweet taste.
Two executions, produced by Banks Hoggins O'Shea/FCB under the theme 'Sweet. But not too sweet', deliver the message. They will break on 17 November and run until the end of January.
At first glance, the ads seem to feature saccharine-sweet images including teddy bears and a small girl surrounded by tulips.
But on closer inspection the images are not what they appear. The bears are dressed in bondage gear and the girl has an Omen-like ...
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