Bray Leino set to repitch for Honey Monster account
Bray Leino set to repitch for Honey Monster accountBray Leino set to repitch for its creative account with Honey Monster Foods as the company puts the business out to tender.
The pitch will take place early next month and will be handled by Agency Insights.
While Bray Leino will repitch for the creative account, it is understood that the agency will not seek to retain the media business having held that account for two years.
Agencies have been briefed to find ways of contemporising the Honey Monster for TV audiences and will begin with a campaign for the Honey Waffles product.
Bray Leino's last campaign for the brand saw the Honey Monster accused of ripping off comedy team The Mighty Boosh for using their 'crimping' singing style.
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To be fair it wasn't an accusation it was a simple fact.
Honey Monster no no.
Contemporise Honey Waffles - brilliant!
Good luck trying to "modernise" (surely) a dated brand icon that was brought back to conjure up nostalgic emotions in the first place. Is this is start of the end for The Michelin Man and his team of dug-up characters?
No, it's not. Surely the success this year of that f**king meerkat proves there's still a place for brand characters in advertising?
I think, Anon 17:12, you've failed to pick up on the point made – about the challenge of age-old characters being modernised, not new characters being launched.
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Kiddies' TV is heaving with popular characters that have been given new leases of life. Noddy, Thomas the Tank Engine, Sooty, Roobarb and Custard... even Muffin the sodding Mule* has been exhumed. Kids neither know nor care that the character's been updated or just dusted down a bit.
So why not the Honey Monster, Anon 14.33? If the scripts are good, what's the problem?
*Not his official title.
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