After Eight ads back after eight-year absence

After Eight mints are being advertised on TV for the first time in eight years.

After Eight campaign
After Eight campaign

The new ad, due to air next week, will be supported by a £2.6m media spend from brand-owners Nestlé.

Developed by JWT London and shot in Paris, the ad will focus on Jim Haynes, who hosts Sunday Dinners for friends and strangers every week.

Eight years ago, the ad featured Stephen Fry hosting his ‘perfect dinner party’. Since then, dinner party trends have progressed – something the brand is now hoping to capitalise on.

“Dinner parties have moved on a lot since After Eight was launched in 1962, with the growth of Jim’s supper clubs a perfect example,” said Felicity Rollings, After Eight brand manager.

Rolling said the ad would run across terrestrial and BSkyB channels up until Christmas, but more activity was planned for next year. There will also be inserts in national newspapers and weekly consumer magazines.

Earlier this autumn, Nestlé ramped up the promotional and marketing activity around some of its other key brands. This included a second run of the Aero skater ad, part of the brand’s £7m media campaign.

The new After Eight ad will air for the first time on November 9, incidentally the deadline for Kraft to make a takeover bid for Cadbury.

The rumours over another bid persist, and there was further conjecture this week after Kraft announced disappointing results this week – revenue declined 5.7 per cent to $9.8bn.

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