Skips - Through a Child’s Looking Glass

New TV children's campaign for KP's Skips brand, which had been declining. Although children had liked the stories in the earlier advertising and recalled them well, the characters appeared too `nice' (therefore no longer appealing), and the ad failed to get across why the brand was different.
Agency: PublicisAuthor: Aileen Ross

Skips – Through a Child's Looking Glass

A TRAGIC FAIRY TALE

Once upon a time, in a land far, far away (just down the M40, A312 turn-off to be precise), lived a brand that time forgot. A land where snacks didn't crunch, they fizzed then melted, and where flavours came in any variety – as long as it was Prawn Cocktail.

In this land, one might say the all-powerful seven-year-old viewed Skips in the same light as they would a once loved, but now discarded, toy. Just as Woody in Toy Story was...

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