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Weet-Bix Kids
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Sanitarium wanted to extend their reach into older teens and young adults. While the 'Aussie Kids, Are Weet-Bix Kids' had incredible recall, the client felt it was too focussed on young kids and a bit out dated.
But we weren't about to walk away from this sort of valuable asset in a hurry.
And then the epiphany - we’re all Weet-Bix kids, no matter what age. The line became relevant again.
Everyone is a Weet-Bix kid including Tim Cahill.
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When Tim was a kid he was told he was ‘too small, not strong enough and not fast enough’ to play professional football. There’s definitely an Opera in that.
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How Many Do You Do?
A tactical consumption campaign ran alongside the brand campaign, leveraging a host of legendary
Weet-Bix Kids.
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