Lowe takes light-hearted approach to Options push

Twinings UK is launching a TV campaign to promote its low calorie Options hot chocolate brand as a “permissible treat every day”.

The campaign, developed by Lowe London, highlights the range of flavours on offer and encourages consumers to sample each variant according to their mood and taste.

The “light-hearted” creative work depicts a girl attending a speed dating session with each potential suitor representing a different Options flavour. It has the strapline: “There’s one that’s for you”.

It is the first major campaign that Lowe has developed for the Options brand. It won the business after Twinings parted company with incumbent Leagas-Delaney over “creative differences” at the end of 2005.

The campaign follows an overhaul of its packaging, designed by Springetts, featuring snippets of conversations that might take place over a mug of Options.

Last January, the company appointed former United Biscuits (UB) marketer Claire Hodge as marketing director to replace Chris Rigby. The media planning and buying has been handled by ZenithOptimedia.


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