Novartis eyes kids in cold Ovaltine push

Abbott Mead Vickers.BBDO has unveiled a £1.5m TV campaign for Novartis’ cold ready-to-drink version of Ovaltine Power instant hot chocolate.

Aimed at children and teenagers, the 30-second execution shows a youngster in detention after school. The teacher finally lets him go, and as the schoolboy leaves he notices a red toy car on a desk, flips it onto its roof and spins it around. He then gets a bottle of Ovaltine Power out of his bag and starts to drink it.

At the same time, the teacher reaches the school car park and is shocked to find his red car spinning on its roof.

The next scene shows the boy with glowing orange eyes – reflecting the packaging colours.

Simon Points, account director at AMV, says: “Since its launch, the advertising has reflected the theme of empowerment – kids gaining control in an adult-oriented world.”

Novartis Consumer Health UK holds about 30 per cent of the “add water” instants sector, worth about £74m. Ovaltine Power was launched in July 1997 with the aim of making hot milk more appealing to children.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here