BMB agency has launched a fun UK campaign for Pom-Bear that lets
parents know the bear-shaped snacks are free from gluten, artificial
flavouring or colours – and clothes.
The £1.5m campaign positions Pom-Bear as the ultimate innocent snack
for kids free from nasty ingredients, and adds humour to the message by
bringing the bears to life using a blend of stop-motion and CGI filming
and comedic voiceovers.
In the ads the bears discover the 'free from' quality of their ingredients
while also realising the naked truth about themselves, under the brand
message “The bare bear snack.”
At first the bears react with embarrassment at being caught with no
clothes on, before acting with delighted abandon at their naked selves.
One bear featuring in a Youtube Pre-roll ad for the campaign does not
adjust to being naked however, and encourages the viewer to skip to the
end of the video, but is instead joined by a Skip (also manufactured by KP
The campaign features voiceovers from sketch comedians Seb Cardinal
and Dustin Demri-Burns and runs across TV, VOD and social platforms.
Vijay Bhardwaj, Head of Marketing & Formats at KP Snacks, said: “We are
really excited to give Pom-Bear the spotlight it deserves to drive brand
awareness and inform mums of its permissible qualities, in a fun and
engaging way that’s unique to Pom-Bear”
Matt Waller, ECD, BMB, said: "We are very proud to give Pom-Bear a
voice, so that they can growl, charm and streak their way to the top of
people’s minds. We believe they have the potential to be a one-inch tall
giant of the snack world."