Lyle’s Golden Syrup sweetens up TV after 25-year hiatus

Iris is bringing Lyle’s Golden Syrup back to TV after a quarter of a century with an integrated campaign to push its new tagline ‘Sticky but Worth It’.

The £1.8m drive will see a woman covered in sticky mess during several cooking scenarios such as classic bakes, including Gingerbread Men, Syrup Sponge and Flapjacks.

Acknowledging how sticky the syrup can be, each 20 second TV slot will be supported by VOD, digital, and social media content.

It harkens back to the brand’s last TV ads back in 1991, as the brand wants to reposition itself for a modern audience, having also sealed a series of idents on Channel 4.

Tamas Fuzer, european marketing director at T&L Sugars Limited, said: “We are really excited about our new ‘Sticky But Worth It’ campaign, which we think is both brave and playful. We know that consumers have fond memories of Lyle’s Golden Syrup and we’re confident it will reignite their love for the brand.

“Lyle’s currently has the world’s oldest unchanged packaging – with the product remaining the same in a 21st century kitchen cupboard, as it was in a 19th century larder. We’ve capitalised on this rich heritage, turning Lyle’s Golden Syrup into a true ‘Participation Brand’. Going to market for the first time in 25 years with TV will reclaim lapsed customers and invite a new generations of audience to experience the different occasions and versatility of Lyle’s.”

Iris was hired to the account in August, and this will represent the agency’s first work for the brand.

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