September 14, 2011
It's a big day for Weetabix Chocolate Spoonsize. A new advertising campaign will kick off during X-Factor this Saturday, 10th of September.
The new ad stars nine-year old UK Streetdance phenomenon Arizona Snow, ‘popping’, ‘locking’ and ‘tutting’ her way through a high energy street dance routine in her bedroom.
Weetabix Chocolate Spoonsize, a crispy spoonsize form of the Weetabix biscuit with cocoa and real chocolate chips, is the latest innovation from Britain’s most loved cereal. With the umbrella brand’s energy credentials at its core, the ad will sign off with the end line, ‘Fuel for Fun’.
Created by ad agency BBH, the ad dramatizes the role Weetabix can play in setting kids up to make the most of a busy day of fun and will run nationally over the next few months.
The campaign also includes a series of Nickolodeon sponsorship spots, social media, YouTube and online amplification activity on Disney and Stardoll.
As Arizona dances her way through the ad using a mixture of choreography and her own signature free-styling moves, a chorus of breakdancing teddy bears join the fun and a new dub-step track ‘A New World’ by Mord Fustang adds to the exciting pace.
Commenting on the new ad, Francesca Davies, Weetabix Marketing Manager, said, “These days, life is pretty busy for children of all ages. Sometimes it’s easy to forget that kids just want to be kids – they want to have fun. The new ad is designed to tap into this truth and position Weetabix Chocolate Spoonsize as a great start to the day for kids, helping them to make the most of every moment.”
Spoonsize is an extension of the successful Weetabix Chocolate brand, launched just over a year ago.
Weetabix Chocolate is valued at £9.6m, reaching 7.9% penetration (2.1m households),** and has strongly contributed to the growth of ‘healthier chocolate cereals’ which account for 85% of the £16.9m chocolate cereal growth value based on category MATs.***
Davies continued, “We wanted the advert to reflect the core values of the product – we know that kids will love it as it’s designed to deliver all the magic and fun of chocolate. Parents can feel good about putting a box of chocolate flavoured cereal on the breakfast table because Weetabix Chocolate Spoonsize is packed with Weetabix energy and has got half the sugar of the average chocolate flavoured breakfast cereal.”*
Arizona hails from Essex and beat countless other hopefuls to star in the ad. She started street-dancing when she was just five years old and has developed a street style which is clean and effortless. She is particularly renowned for her tutts. She also choreographs all her own solo and duo routines for competitions.
Dominic Goldman, Creative Director, BBH said, “Arizona’s killer dancing skills coupled with this heavy track, dramatises energy for kids' imaginations. It was a lot of fun making this ad.”