MJW creates Colin the dolphin as the Fisherman’s Friend
Sydney’s MJW have taken the concept of the Fisherman’s Friend literally in their new campaign for clients Lofthouse of Fleetwood Ltd, designing a new creative for them that features a dolphin, a fish known - the agency said- for being a friend of humans.
Colin, as created by MJW
The dolphin is called Colin.
"The campaign aims to reposition the Fisherman's Friend brand head on into the fresh mint space, and introduce Fisherman's Friend to a lolly-mint loving, younger audience,” said Scott Davis, strategy director at MJW.
Marrianne Little, MJW creative director said: "Dolphins are known for being a great friend of humans, so in the first of a series of TVCs, 'First Date', we see Colin in the back seat helping out his mate about to pick up a lady friend for a date. Colin hands him a Fisherman's Friend, the freshest of mints."
The campaign launches with a series of TV spots on Sunday.
Paddy Bryans, head of marketing, confectionery and snacks at Stuart Alexander said: "Fisherman's Friend is a long standing brand in Australia that has a lot of goodwill as a menthol based medicated lozenge.
“This aim of this new campaign is to shift Fisherman's Friend into the growing mint market and attract mint users to the fresh and cooling taste of our sugarfree Fresh Mint flavour.
“To be successful in this repositioning we need the communication to be remarkable - Colin the Dolphin is a quirky approach designed to achieve this perfectly."