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Euro RSCG uses three bears for Roses TV ad.(Brief Article)
The three bears of the children's fairy tale Goldilocks and The Three Bears discover a box of Roses chocolates as a thank you from Goldilocks in a new 1 million [pounds sterling] TV campaign from Euro RSCG Wnek Gosper, which dumps the brand's long-running "thank you very much" signature music.
The spot, filmed in the manner of a nature documentary, shows the bears ambling home to their den which they find in disarray.
Dirty crockery litters their home, and they trace the culprit to Baby Bear's bed where they discover a box of Roses left as a thank you.
The last scene shows them sharing out the sweets to the strapline: "Thank you in any language."
Euro RSCG's deputy managing director, Ian Maynard, said there had been no new creative work on the chocolates since its 1998 campaign featuring members of the public singing the famous jingle.
He added that the 62-year-old Roses brand faced new competition in the wrapped sweets market making a fresh campaign necessary.
Historically, the Cadbury-owned brand has held a strong position in the market alongside Nestle's Quality Street, but the arrival of Nestle's Allstars and Mars' Celebrations -- both featuring smaller, wrapped versions of key brands -- has changed the sector considerably.
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