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Saatchis uses boy 'Elvis' to launch Cereal Partners bars.(Brief Article)
Saatchi & Saatchi shows a small boy dressing up as Elvis in an effort to persuade his mates to give him a cereal bar in a new campaign from Cereal Partners UK.
The campaign launches three varieties of bars to a target audience of children: Nesquik, Cheerios and Golden Grahams. Each 30-second ad will run on a variety of channels from 13 January for one year. Media planning and buying is through Universal McCann.
The launch of the bars comes late for Cereal Partners, which is entering a market already saturated with products from Kellogg, Weetabix and McVitie's.
However, the Nesquik, Golden Grahams and Cheerios bars are not designed to replace children's traditional breakfast of milk and sugar, and will compete against confectionery brands as well as rival cereal bar products.
The ad opens on two schoolboys in class, one pestering the other for a ...
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