Skipping is the feelgood theme of the £12m advertising campaign for Unilever's new soya drink brand, Adez.
TV advertising, set to break next week, features a communal skipping session. It starts with one woman, who is gradually joined by an assortment of people, including a police officer, in a bid to reinforce the brand positioning of strength and vitality for everyone. Print ads, online and in-store media will follow.
Meanwhile, sampling of the one-litre chilled pineapple & passionfruit, mango & apricot and orange & peach is aimed at changing public perception of soya. Senior brand manager Antonia Bird said the £12m budget demonstrated how serious Unilever was.