Muller drops £20m adverts after TV flop
Dairy giant Müller has axed its biggest ever advertising campaign – just four months after it was launched in a blaze of prime-time publicity.
http://youtu.be/wBujoJpDxo0
Dairy giant Müller has axed its biggest ever advertising campaign – just four months after it was launched in a blaze of prime-time publicity.
The £20 million Wünderful Stuff campaign, which saw a collection of children's television favourites adding colour to a grey city to promote the yoghurt, was launched during last year's first live X Factor show on ITV1 in October.
But just three months later the advertisement was voted one of the most annoying on television in Marketing magazine's annual reader poll.
Now the ads have now been shelved by the Market Drayton-based firm and replaced with older ones depicting people travelling around Shropshire eating the yoghurts.
TBWA, the agency behind the campaign – which featured Yogi Bear, the Mister Men and Muttley from Wacky Races – has resigned and the marketing manager who launched the commercials left Muller just a month after they first aired.
Chief executive Ronald Kers said: "There is always value in being creative with our brand positioning and trying new and innovative approaches.
"However, the campaign did not strike the right chord with our customers and so we have moved on, having completed the activity initially planned.
"In the meantime we are using advertising material that has proven its popularity with audiences."
Muller said not all of the £20m allocated for the campaign had been spent, as some was earmarked for the next year. The company has not revealed how much had been spent by the time the ad was pulled from screens.
Müller is in the final stages of buying Robert Wiseman Dairies in a £280 million deal.
