In this feature, writer Joe Fernandes explores the decision to air the ads featuring the established Aardman-created figures alongside cartoon beer and wine glasses, asking whether this move might be counterintuitive to the campaign's original message.

Marco Scognamiglio, CEO, RAPP UK, thinks the extra strands to the campaign can work well.
He said: "Change 4 Life is the same as many other brands trying to get the most out of their marketing budget. I think the characters are memorable and the thread running through all the work is about being healthy. I don’t think it’s such a leap to go from obesity to alcohol consumption."

The Department of Health’s marketing director Sheila Mitchell says the ambition of extending the campaign is simply to "raise awareness of the serious health harms caused by regularly drinking even slightly over the guidelines."