Buxton to preserve Wimbledon's purity with ad campaign

by Julia Pearlman, Brand Republic 31-May-05, 15:00

LONDON - Buxton is preparing to quench the thirst of tennis fans and players for a fifth year at Wimbledon, with a radio and print ad campaign aimed at controlling tantrums on and off the court.

The ads have been created by Publicis, with MindShare handling the media buying.

The campaign makes fun of the British never winning Wimbledon with three 30-second radio ads featuring Stephen Fry to run in the build-up and throughout the tournament across 270 UK radio stations.

Buxton will also run a print campaign in national press and women's weekly publications based on a similar theme of "A Wimbledon champion without tantrums".

The ad is placed on a green background and features a bottle of Buxton placed on the edge of the court with the words underneath: "Buxton, preserving Wimbledon's purity".

The Nestle Waters brand will be seen through the BBC's coverage of the Wimbledon Championships and available on all Championship Courts, including Centre Court.

Sampling and PR campaigns will also support Buxton's position in the mineral water market.

Stefano Agostini, managing director of Nestle Waters, said: "The print and radio ad campaign highlights Buxton's 'headline' status at Wimbledon when millions of UK tennis enthusiasts, whether watching from their armchair or getting out on a court, are gearing up for a truly great British sporting event."

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