Brando makes a moment with Chelsea
Iconic New Zealand brand Chelsea Sugar launches its campaign to reposition the brand with two new 15 second television commercials, which are centred around everyday moments.
Chelsea appointed Brando last year to conduct a strategic review of the brand and its target audiences. The outcome is a repositioning of the heritage brand and a commitment to reinforcing the relevance of this trusted Kiwi icon.
Brando worked with Chelsea to define a communications strategy and as part of the launch, Brando wrote and produced the two TVCs with Cranbrook Films and director Roger Tompkins. The jingle was produced by Murray Grindlay, one of New Zealand’s top jingle writers.
Jo Baikie, New Zealand Sugar Marketing Manager, says this is an exciting step for Chelsea. “It’s been a long time since Chelsea has had a presence on television and it’s very exciting to be talking to consumers in this way. The ads are themed around family, fun and the resurgence in baking and we think they will really resonate with the Chelsea audience.”
The television campaign will be supported by print ads in selected magazines, online activity and a new, fresh and engaging website, which is currently under construction.
View the Chelsea ‘Baking Lesson’ spot
View the Chelsea ‘Sunday Breakfast’ spot
15 Comments
“Take a moment just moment, take a moment, with Chelsea, yeah yeah yeah”.
haha.
Because this has been put on the blog I feel they really want and need my feedback, so here it is. I like the fact they have the balls to show kids enjoying sugar. Because any labour minister or school teacher will tell you that if kids eat sugar they will get AIDS. And the last sugar ads with Jo Segar were an absolute abortion. My big problem is the ads are 16 seconds. How did they manage to book that? Or is the extra second the directors cut? Not great, but a huge improvement on last time.
The irony is this will make a shitload more money for Chelsea than DDB make for Stihl.
Is irony the right word? Dunno.
THIS CAMPAIGN IS TEH AWESOME!
But. It’s. Not. Very. Good.
I love the first comment. Good laugh. This ad will work. Lets face it. Music is cute, kids are cute and it will do it’s job.
Ok it is not going to WIN a GOLD _ _ _ _ _ _ _ (fill in your own award show as there are to many to choose from) but hey not many ads that do actually win.
A heritage brand. Is that why the ads feel like they came form 1987.
Tragic. These ads wont work they would have been wallpaper in the 90’s now… nothing. Strategy. What strategy?
‘Hey I know lets show how sugar brings families together.’ I can see the power point presso now. All about getting kids away from the tv and computer and interacting with mum and dad. And how sugar can be that catalst. How long did it take to come up with that? 5 minutes? Old, tired and done to death.
This is sugar. White death! Chelsea has problems that cant be fixed with rubbish like this.
I’m sorry I’m sure you’re all very nice people and I know this is only adveritsing. I’m sure there is an exciting family holiday to Disneyland promo and other ‘sweet prizes’ like white i pods ready to roll out, but please, wasting loads of money on this pap?
hahahahahahahahahahahahahhahahaa
Barry Fawcett did a far superior version of these years ago for PAMS.
That’s the kind of jingle you hear on annoying radio stations… all that was missing was the singing of their 0800 number. Shocker. Waiting for the house re-mix.
Sign of the times, if someone’s gonna squeeze out a poo, there’s no shortage of talent to polish it
More importantly, is the Mum in the baking lesson one the grown up Winnie from The Wonder Years with a healthy MILFish spread around the waist?
I felt a surge of hormones I haven’t had since I was twelve and dreamed of being that Fred Savage geezer so i could inadequately fumble my way into her training bra and do some tongue kissing.
Man I loved that girl on TV who I never met.
Her and the one off My Two Dads, and Sam from Me and My Girl.
And Jamie Powell (played by Nicole Eggert) from Charles in Charge
And Samantha from Who’s the Boss
FULLY Samantha from Who’s the Boss….yes