Abbott Mead Vickers.BBDO (AMV) has created its first advertising for St Ivel’s Shape yogurt and dessert range, since winning the business from HHCL & Partners at the end of last year.
The &£6m national television campaign, which breaks on Thursday 21 March 2002, features five executions showing women enduring uncomfortable ‘miracle’ treatments to get slim. The ads end with the tagline ‘Isn’t there a more enjoyable way to get into shape?’.
Last month Shape relaunched its range with new products and packaging (MW February 21). It has extended its range to include a bio-yogurt drink, fruit juice, mousses and chocolate and toffee yogurts. HHCL was dropped from the account after less than a year and AMV was handed the business without a pitch.