Chocolate-covered biscuit brand Mikado will return to British television screens with its first advertisement in four years.
The 20-second spot shows a typical office at 2.16pm – the peak “slump” time – and shows how everything changes when the workers tuck into their Mikado and unleash their inner quirk. Cue warbling, shirt ripping and even a bit of smooching as everyone becomes lost in the their own Mikado moment, before coming back to reality.
The creative is supported by a host of online content including extending character profiles and behind the scenes mockumentary-type interviews. The TV advert will run from 21 March until 19 May in key afternoon and primetime slots and is part of a £1.8m investment that also includes in-store and social media support.
Helen Potter, Mikado brand manager for Mondelēz International, said: “We’re really pleased to be supporting this quirky, unique brand in 2016 with our first TV campaign in four years. Mikado is a versatile snack, ideal for on-the-go, and our latest ad demonstrates the quirkiness that Mikado can bring to the afternoon slump moment, helping consumers to unleash their inner Mikado. This campaign will drive brand awareness, and will support the re-launch of our Mikado 39g format, so retailers should stock up now to take advantage of our investment.”
Last week, Mondelēz brought out a price-marked pack of Mikado, as well as Boost, in an effort to drive sales growth for retailers.
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