The character formed the backbone of 2002 activity for the core range, starring in spoof ads which parodied the craze for reality TV. The idea behind them was that the brand sponsored Steve without his knowledge, but ended the arrangement when he was filmed eating a rival snack.
From the beginning of next month, new ads kick off with an apology to Steve on the premise that this ‘snack’ turned out to be hamster food. Two 10-second executions promoting Steve’s compilation Hip Hoop Volume 1 CD and book - entitled A Hoopy Old Life - will follow.
Ads are scheduled during TV programmes which appeal to the brand’s core market of 12 to 24-year-olds.
See this week’s copy of The Grocer for more details.