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By The Drum Team, Editorial

September 6, 2012 | 2 min read

Cravendale’s ‘Cats with thumbs’ and their leader, Bertrum, are back to launch the milk brand’s new integrated autumn campaign, which includes a new TV advertisement and an on-pack loyalty promotion.

The television execution picks up from where the ads left off in 2011, with the cats with opposable thumbs poised to take centre stage again. In the 40 second advert the cats new, clandestine plan to steal the Cravendale is revealed – a plan that features the kitties ‘catnapping’ and then brainwashing milkmen to get to the milk.

Airing on Saturday 8 September during The X Factor, the ad will initially run for four weeks across a series of terrestrial and satellite channels and will be screened during Channel 4’s Paralympic coverage, and during popular action drama NCIS on Channel 5. A second round will commence in October, with a spot during one of the X Factor live shows.

Tying in with the new TV creative, Cravendale is hoping to follow the success of its recent on-pack loyalty schemes by distributing 175,000 Epic Straws kits to milk fans. The Epic acronym stands for “Extreme Pilfering Instrument for Cravendale” and the helix-like sets, which feature briefly in the ad, are targeted at the brand’s established family audience.

There are three different shapes to collect and each one is redeemable online after ten codes have been collected from two litre bottles of Cravendale. Running until 16 December, the Epic Straws promotion will also benefit from extensive digital, social and shopper marketing activity.

Sophie Macaulay, brand manager at Cravendale said: “The cats were hugely popular first time round and we’re sure the new ATL campaign will be equally well received. We wanted to harness the power of them and continue to tap into a milk truth that allows us to behave a little differently. We really feel this new ad will help increase our already rich brand equity as people have been crying out for the cats to return since they came off air."

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