JWT was thrown under a bus this week by Halls, which Mondelez International (formerly known as Kraft Foods) counts as one of its “power brands,” thanks to a 24.7% share in the medicated confectionery category globally.
According to Ad Age, Mondelez shifted its global Halls creative business to Wieden & Kennedy, abruptly ending its four decade-long relationship with JWT.
For reference, here’s a Halls’ TV spot from JWT’s reel:
“A pep talk in every drop,” is a good line. It may even be a great line. But we all know it takes more than a great line to sustain a client’s interest, trust and business, day-to-day, much less decade-to-decade.
Ad Age also notes that earlier this year, W&K was handed Trident’s U.S. business just 18 months after Saatchi & Saatchi had won it. W&K also has the marketer’s Stride gum brand. Halls, Trident and Stride are similar, reasons Ad Age, because they are typically sold at the front of stores and rely on impulse purchases.
One thing is for sure, W&K isn’t shy about going after packaged goods brands these days. Given how shoddy much of the work in the CPG category has been over the years, I’d say this is a positive development, creatively speaking.