Weetos, the original, widely‐loved chocolaty hoop from Weetabix Food Company, is set to launch a brand new £1.8m multi‐channel campaign with four weeks of national TV from 18th September. The TV advert sees a teenage boy drawing strength from Weetos to battle with a comical animated moustache, the hallmark of tough guys throughout the ages. The eating of Weetos helps the boy maintain his strength throughout the day as he scuffles with the moustache in a series of impromptu battles.
The campaign, developed by creative company 101, is targeted at a new audience of teenage boys (aged 11‐16). The comical moustache motif is used to convey the cereal’s wholegrain, vitamin D and iron enriched credentials which help kids maintain strength throughout the day. A new packaging design has also been introduced in stores nationwide.
Building on a strong performance so far this year with Weetos back in growth and an incremental 250,000 new households into the brand in the last 12 weeks, the new teen focused campaign presents an opportunity to drive category growth. Weetos is the only cereal brand aimed at hungry growing teenage boys, an age group which often misses breakfast. The brand has plans to support the campaign further into 2013.
Francesca Davies, Marketing Manager at Weetos, comments: "Keeping strong and healthy is key in the fast‐paced modern life that teenage boys lead. Our aim was to create a humorous advert which would strike a chord with this age group, positioning Weetos as the ideal fuel to help teen boys maintain strength throughout the day."
Supporting the TV campaign will be Weetos’ first ever, social media game launching Friday 21st September. The game is targeted at teenagers and uses Facebook integration to facilitate competition both nationally, and within users' social networks, allowing them to compete directly with their friends. Titled ‘Weetos Moustache Combat’, the game features a boy vs moustache contest, in which kids must take on 5 different moustaches in order to complete the game and stand a chance of topping the leader boards.
101 was appointed by Weetabix as lead, creative agency for the Weetos brand at the end of last year. The creative company was appointed without a pitch and has taken the lead in developing the new brand positioning, communication platform and cross-¬‐media execution.
Laurence Green, founding partner at 101 said: "We are delighted to have extended our relationship with Weetabix, and to have created a campaign that we think teenagers will love."
Written By: 101
Agency Producer: Natalie Curran
Director: Jim Gilchrist
Production Company: MJZ
Producer: Stephen Johnson
Director of Photography: Julian Hohndorf
Editor: Ben Campbell @ Cut & Run
Post Production: Electric Theatre
Producer: Lee Pavey
VFX: Giles Cheetham & Remi Dessinges
Sound: Parv Thind @ Wave