Weetabix brand, Alpen, is positioning itself as “the grown-up thing to do”, in the first work by Mother. Retired cereal mascot, Ralph, stands in for the brand’s target audience, as he explains that he has explored so many cereals, but now wants to the simple joy of “a nice bowl of muesli”.
The campaign supports Alpen’s new packaging design and improved recipe, and aims to breathe new life into muesli, a genre that now competing with the jumble of functions and flavours in cereals on supermarket shelves. It presents Alpen as a smart, grown-up breakfast choice that depicts the joy in maturing tastes and the creative combines feelings of nostalgia and warmth through a humorous lens.
Louise Vickers, head of brand at Alpen, stated, “As the UK’s number one Muesli brand, we’re rekindling the enjoyment of breakfast for grown-ups nationally through a significant new direction for Alpen that will be a welcome boost to the cereals category. Mother has successfully depicted Alpen’s delightfully grown-up nature through a fun film that we hope will revitalise the brand, positioning muesli as a smart choice for breakfast.”
Matt Sadler, strategy director at Mother, added, “Alpen has always been viewed as an adult choice, but this doesn’t mean it’s a choice that comes at the cost of joy. We wanted to ensure the campaign maintained a nostalgic and playful attitude whilst positioning muesli as a delicious marker of maturity that breakfast eaters will love getting their teeth into.”
The commercial is running across primetime television in the UK, supported in social platforms.
Credits:
Client Weetabix [Alpen]
Head of Brand: Louise Vickers
Creative Agency: Mother
Creative: Mother
Strategy: Mother
Production Company: Mindseye
Director: Eros V
Executive Producers: Debbie Ninnis, Max Yeoman & Hughie Phillips
Producer:Tex Travi
Local Service Company: TwoPointO
Edit House: Stitch
Editor: Flaura Atkinson
Producer: Maggie McDermott
Post Production: Black Kite
VFX Artist: Jonathan Box
DMP Artist: Lino Khay
Executive Producer: Tamara Mennell
Sound House: No8
Sound Engineer: Sam Robson
Producer: Karen Noden
