Lenny Henry is recreating three of his TV comedy characters -
including the ’lurve’ king, Theophilus P. Wildebeeste - in advertising
to relaunch the Sodastream soft drink machine and its revamped product
range.
Wildebeeste joins George the bouncer and Squeako the scouser in three
commercials. The ads aim to rid Sodastream of its reputation as a ’car
boot sale cast-off’ by emphasising its role in modern family life with
the theme, ’just the way you like it’.
The Sid Roberson-directed films, the first to be produced by Mitchell
Patterson Grime Mitchell since winning the pounds 3 million account
(±±¾©Èü³µpk10, 18 April) will go on a six-week test in the Granada region
from Monday before a probable national roll-out. Media buying is through
John Ayling and Associates.
The campaign is the culmination of efforts by Cadbury Schweppes, which
acquired Sodastream in 1985, to revitalise the brand by improving
technology in the machines and augmenting the range with drinks from its
own stable.
The advertising, targeted mainly at mothers and children, promotes the
new Fresh Fruits range and Hints adult soft drinks as well as sparkling
water.
Henry, who contributed to the scripts himself, is contracted for further
commercials supporting Sodastream products as they appear.
Neal Patterson, the joint creative director of Mitchell Patterson, said:
’Henry’s characters are almost made for 30-second commercials.’
The commercials featuring Wildebeeste and George were written by Monty
Verdi and art directed by Fabrice Ward. The Squeako film was written by
Rachel Worzencraft and art directed by Maria Hipwell.
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