Sugar Puffs and Ibuleve turn to Bray Leino for TV
South west agency Bray Leino has won the Sugar Puffs advertising account and has launched the new TV campaign for painkilling gel brand, Ibuleve.
The campaign will be Ibuleve’s biggest ever TV push and consists of a 40-second commercial featuring Robson and Jerome’s 1995 version of ‘I Believe’.
Launched in 1991, Ibuleve Gel is the brand leader in the market and provides pain relief to sufferers of backache, rheumatism and arthritis. Its latest marketing retains the strapline ‘Pain relief without pills’, which the firm has used in previous advertising activity.
The new commercial will run until the end of June 2007 on ITV network, Carlton TV and Channel 4. It was directed by Elliot Naftalin and was shot in one seamless take.
Meanwhile, Bray Leino is understood to have begun work on the creative concepts for Sugar Puffs’ forthcoming campaign.
The cereal brand, which was acquired by Big Bear last year, is expected to return to TV in September using its Honey Monster character.
The ads will support the brand’s current £3.5million campaign to promote the natural goodness of honey and the importance of bees.
The campaign, which features a schools education programme encouraging primary school children to create bee-friendly habitats, has signed up BBC wildlife presenter Bill Oddie as a spokesperson. However, the promotion has come under fire from healthy eating campaigners and consumer groups.
Bray Leino was founded in 1974 and has more than 280 staff across its offices in Barnstable in Bristol. In 2005 it became part of The Mission Marketing Group – a regionally-based advertising and marketing business that also owns Leicester-based sister companies Big Communications and Fuse Digital.