MEDIA CHOICE: Ty Nant

PHILIP REDDAWAY, Head of Communication Planning, Carat, Marketing, Thursday, 21 March 2002, 12:00am,

Skimming through this month's Dazed and Confused I came across an ad that induced virtually a jaw-drop reaction.

Nine consecutive pages including outside back and inside back cover devoted to award-winning Welsh mineral water brand Ty Nant.

The ads starts with one of those 'guess what you're looking at' close ups of human skin and the contours of a bottle, then pans out across the subsequent seven pages to reveal a model and a shot of Ty Nant's new packaging.

I am informed that this would have cost upwards of £25,000 a throw and the last time an ad of this length was carried by this title was for Christian Dior.

But it's a flawed assumption that advertising in this category is capable, by itself, of generating talked-about status for an unknown brand. Brave, but confused.

This article was first published on Marketing