Lilt has moved away from tropical beach scenes in an effort to give the brand more of a contemporary UK image for its latest 5m advertising campaign. After a nationwide search, two Caribbean women were picked to make their acting debuts in two ads created by Mother. Media buying is through Universal McCann. In one ad, called ‘Commuting’, they encourage commuters at Waterloo station to laugh and in the other, called ‘Ballroom’, they tease stiff ballroom dancers. ‘We didn’t want to take the Caribbean out of Lilt, but felt it was time to take Lilt out of the Caribbean,’ says Vanessa Dennison, brand manager for the soft drink.
CEO Alex Mahon believes the broadcaster is “stronger” and more able to deliver on its purpose “than ever” as it transitions into a post-pandemic world, having successfully grown its digital platform and increased diverse representation.
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
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