Quality Street’s tactical outdoor campaign marks the end of Christmas

Quality Street is running a campaign on the London Underground showing how people use the iconic sweet tins that were emptied over Christmas.

It rounds off the chocolate-maker’s festive marketing stint which began in earnest with a TV campaign suggesting that cracking open a box of Quality Street signalled the start of Christmas.

Based on the insight that once the last chocolate has gone, people use the tins to store their everyday objects, creative agency JWT created a series of posters - running accross underground stations - which show tins being used to store everything from spare pennies and crayons to christmas tree decorations.

Meanwhile, a 15-second film also brings to life some of varied uses for an empty tin which will run on a loop on Quality Street’s Facebook page from today (8 January).

Rob Brown, marketing manager at Nestlé, said: “For our consumers Christmas starts when they open their first Quality Street, and the closing of the lid symbolises the end of the festive season. However, this is only the beginning of the next chapter of the tin’s life. We love seeing the creative ways people reuse their empty Quality Street tins, and we were excited to celebrate that with this short film.”

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