Unilever has launched a £2m marketing push for new Pot Noodle flavour Brazilian BBQ Steak.
The push includes a new TV advert that broke yesterday (21 April) featuring Paul The Towel Man - a beach towel in the colours of a Brazilian flag who realises all he needs for a taste of the easy life is a Brazilian BBQ Steak Pot Noodle. The ad ends with Paul exclaiming ‘Life’s a beach and I intend to sit on it’ before panning to a shot of the new product.
The activity was designed to target the brand’s core 16 to 25-year-old audience, said Pot Noodle marketing manager Monique Rossi.
“We wanted to create a TV advert that communicated what our Pot Noodle guys associate with Brazil – BBQs and steak – while staying true to Pot Noodle’s cheeky sense of humour and ‘Why try harder’ tone of voice,” she added. “Our fans will be looking for an easy way to get the Brazilian lifestyle this summer, so we’re driving interest in Pot Noodle at a key time of year.”
Pot Noodle Brazilian BBQ Steak launched into Asda last month and will be available to all retailers from May. An on-pack promotion kicked off this month and gives consumers the chance to win Brazilian-themed prizes.