Crusha shakes up kid's milk market

The Silver Spoon Company is relaunching Crusha milkshake, showcasing its No Added Sugar range with a new TV instalment of the successful Crusha Kittens campaign.

Exedra, the creative brand consultancy, has produced the ad in a creative collaboration with the advertising agency Chick Smith Trott (CST) and sought to further differentiate Crusha from its nearest rival Nesquick by reflecting the fun anarchy of a child's world.

The commercial takes place in a school gym and sees the anarchic Crusha Kittens exercising to a Euro re-mix of the original Crusha song.

Kittens lift weights, punch boxing bags and bounce on trampolines while giant Crusha bottles descend from the sky, squashing cows and proving that Crusha really is "tough enough to make milk shake".

Silver Spoon challenged Exedra to produce a commercial that could inspire an audience beyond paid-for media and to showcase Errol, the brand icon for Crusha.

Tony Lucas, Marketing Director of Silver Spoon, said: "Exedra and CST have risen to the challenge once again to create something that is genuinely different, very entertaining and highly campaign-able".

Ben Kingsmill, Managing Director of Exedra, commented: "With this latest campaign we have really pushed the boundaries of advertising to kids and created a commercial that will really resonate with our target.

"The ad is purposefully mischievous, naughty and punky and smashes the cosy normality of kids' advertising.

"We've already seen Crusha ads receive over 50,000 hits on YouTube and this next creative is certain to continue that success.

"We love it and I'm sure kids will too".

Animation has been created by Joel Veitch, the award-wining animator of www.rathergood.com and the ad was been written and art directed by Anna Goodyear and Elaine Jones at CST.

Exedra Consultancy is a creative brand consultancy designed to help brand owners recognise and maximise the revenue potential of their brands.

Activities broadly fall into two areas, first exploring then exploiting brand potential.

Murray Chick, Chief Executive, and Ben Kingsmill, Managing Director, work together with a network of experienced practitioners and consultancy staff to help clients develop powerful, differentiated and entirely media-neutral ideas.

Cagney plc is an integrated group of marketing services firms.

It combines five businesses: Exedra (a brand consultancy, incorporating BrandAid as a division), Chick Smith Trott (advertising and design), Cubo (promotional marketing), The Media Foundry (public relations) and Tree (market research and data analysis).

The Group floated on AIM during February 2006.

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