Matthew Clark has put its flagship Blackthorn cider account up for
review, casting doubts over the future of its campaign featuring two
aliens with pointed heads.
The cider brewer is speaking to a number of agencies, including the
incumbent, Grey Advertising, about the pitch. It has yet to draw up a
formal shortlist.
Grey launched its ’aliens’ campaign last November with a pounds 3
million national TV blitz. The ad showed the two aliens arriving on
earth seeking a ’flavour stimulation’. They found it in two pints of
Blackthorn. The ad ended with the slogan: ’The finest sharpener in the
universe.’
A Matthew Clark spokesman admitted the company was speaking to agencies
but refused to give details of the pitch. He said: ’We have been asking
for credentials from a number of agencies but nothing has been decided
and no-one has been given a brief to do any work. Until this process has
been completed, there will be no decisions and we will not be commenting
further at this stage.’
Before ’aliens’, Grey used the comic Scottish character, Rab C. Nesbitt,
to promote the brand. The ads took an irreverent look at ways to save
water during a drought. In one ten-second execution, Nesbitt was shown
bathing with a can of Blackthorn. In the second spot, he appeared
dressed as a cleaning lady as he brewed a cup of tea using cider instead
of water.
The Nesbitt campaign brought an end to the long-running ’definitely a
Dry Blackthorn day’ endline in favour of ’Blackthorn: perfect in parched
conditions. Definitely.’
Matthew Clark has spent pounds 2 million on advertising Blackthorn in
the past year, according to MMS.
Media, which is handled by BBJ Media Services, is not affected by the
review.
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