Overview

AN INVIGORATED BRAND TVC

How better to demonstrate the instant, invigorating hit you get from the taste of Fisherman’s Friend, than to show a tall blonde fisherman’s friend in red latex delivering a swift smack to the mouth with a wet fish?

Stuart Alexander wanted to differentiate the product’s positioning in the consumer’s mind with a benefit brand advertisement which gave the strong taste a ‘reason for being’.

The spot contributed to a grocery sales uplift during the early weeks of the ad and immediately raised unaided awareness, with shoppers mentioning the ad was enjoyable and showed Fisherman’s Friend is different from other brands.

Much to actor Gyton Grantley’s discomfort, four different hit styles (original, over-arm, under-arm and sideways) were also filmed and made available on the Fisherman’s Friend website.