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Banks Hoggins launches Alpen drive.(Brief Article)
Weetabix is promoting its Alpen brand directly to commuters too rushed for a sit-down breakfast in a new campaign that promotes the product as easy-to-eat while on the move.
The initiative, through Banks Hoggins O'Shea/FCB, is part of Weetabix's pounds 7 million overhaul of its Alpen portfolio.
The revamp is a response to fundamental problems in the cereal sector, which has been seriously damaged by changing breakfast habits.
The advertising, which embraces everything from listings magazines to ticket barriers at railway stations, promotes the launch of Alpen Bars.
The products claim to have all the goodness of the main brand in an easy and convenient format. PHD is booking the media for the campaign, which aims to carry the message directly to young consumers in the major conurbations.
It is the latest stage of an attempt to reinvigorate Alpen, which began in May with the launch of a new TV campaign ...
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