He may be off the Newcastle bench but Kevin Keegan still has the
Honey Monster to work with.
The former manager, signed up last year by Quaker to score extra sales
for its Sugar Puffs brand, is starring in a special promotional ad for
the brand which is set to be adapted to reflect his resignation.
Quaker marketing director Jeff Cowell said Keegan’s contract with the
cereal firm was officially up at the end of last year, but he was
retained for an extra two months to film the promotional ad supporting
an on-pack offer for cardboard cut-outs of players.
Advertising agency Young & Rubicam is currently working on new lines for
the Honey Monster to point out Keegan’s resignation, with the ad likely
to run during February.
One idea being looked at is a final shot of the Honey Monster reduced to
Keegan starred with the all-new Honey Monster: a state-of-the-art
creature made by a US animatronics company and costing Quaker pounds
90,000. The furry one has three separate heads, one designated a ’stunt
head’, presumably to nod in those difficult goals.
Keegan has become something of an advertising groupie over recent
After his original stint in TV ads for Brut the player-turned-manager
fronted ads for Adidas and Shredded Wheat.
This article was first published on Marketing