The ads use the horn motif of earlier executions that prompted a flood of complaints. They will be aired before the 9pm watershed to support the on-pack promotion, which will see Pot Noodle give away 30cm horns in an instant-win competition.
The Unilever Bestfoods-owned brand was hauled before the Advertising Standards Authority after 572 viewers complained about its last ad, created by HHCL/Red Cell. It showed a man with a horn down his trousers and used the strapline 'Have you got the Pot Noodle Horn?'
Despite being broadcast after the watershed, the ad was attacked as tasteless and offensive. Viewers complained that they used blatant sexual references to promote the product.
None of the complaints were upheld, and Pot Noodle now plans to continue with the horn theme. However, it will tone down the sexual innuendo of the previous ads by focusing on the horn as a musical instrument.
As well as the TV work, the promotion will be supported by a poster campaign targeting Pot Noodle's core audience of 16- to 25-year-olds.
From June, packs will contain a 'win' or 'lose' message. Consumers stand a one in 12 chance of winning a horn. Losers will be referred to a website where they can download a free 'horn' ringtone for their mobiles.
Billington Cartmell created the promotional work.
If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the .
.jpg)
.jpg)