Lyle’s Golden Syrup has today (20 March) launched a playful new creative platform backed by a TV-led integrated campaign.
Developed by London agency Elvis, ‘Absolutely Golden’ is the agency’s first work since being named as Tate & Lyle Sugars’ lead creative agency late last year.
Spearheaded by a 20-second hero spot, Tate & Lyle has enlisted Elvis to revamp its creative identity as it looks to connect with younger audiences outside of its core customer base.
Traditionally favoured by older generations owing to its historic brand legacy, Tate & Lyle will be hoping that Elvis’ quirky, disco-themed creative can breathe new life into its brand and re-establish it as a household must-have.
“It’s hugely exciting to launch this Absolutely Golden new brand platform for Lyle’s Golden Syrup. The Elvis team has helped us to refresh the Lyle’s brand in an unexpected way that we believe can help us engage with new audiences,” Tate & Lyle Sugars brand director, James Whiteley said.
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Lyle’s will return to TV screens with a concerted push across primetime ITV shows ‘Lorraine’ and ‘Ant and Dec’s Saturday Night Takeaway’ supported by video-on-demand, social, digital and PR activity.
With media planning and buying handled by Bicycle, a second film is due to be released later this month.
Elvis executive creative director, Neale Horrigan added: “It’s an honour to be working with an iconic, well-loved brand like Lyle’s Golden Syrup – and to have the creative opportunity to bring it back to people’s TV screens in such a dramatic way.”
“Lyle’s Golden Syrup is a delicious bit of magic that makes you feel absolutely golden. So, we wanted to have some fun and bring that sensorial burst to life with an unexpectedly playful creative platform that puts a smile on your face, just like Lyle’s does.”
