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  • Jakemans Menthol Circus 1

The Menthol Circus

Client: Lanes Health
Brand: Jakemans

We’re rather proud of our work for the nice folk at Lanes and their wonderful Jakemans brand (not least because their marvellously menthol confections are jolly delicious).

So when they asked us to take the fabulous Jakemans heritage and bring it to life for the first time ever on TV, we decided to make a bit of a song and dance about it.

The commercial needed to give the products maximum standout whilst simultaneously bringing their Edwardian origins to the fore. To make it happen, we lovingly crafted an animated period Circus, full of thrills and spills and featuring a colourful ensemble ably led by the dashing ringmaster.

To give the ad a little bit of extra ‘BOOM’, we reeled in Peter Serafinowicz, (the voice of Star Wars’ Darth Maul & famous for roles in I’m Alan Partridge & Shaun of the Dead amongst others) who brought the rhyming patter of the ringmaster to life with terrific aplomb.

The finished ad is an explosion of excitement, with a quirky vintage look and feel that cuts right through the category and helps us bring a fantastic brand to an even bigger audience share with style and substance.

The Menthol Circus made its debut during Coronation Street on the 5th November and the campaign runs on ITV1 Daytime and Breakfast, Five and Satellite.

Our Lifestyle PR team will be doing their part, running a sampling event featuring Edwardian jugglers, free products presented in big top style bins and ringmaster promotional staff to distribute the goodies.

The event will also have consumer and trade press office activity to support the TV campaign and to create awareness around the new pocket-sized Jakemans Minis.

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