Change ushers in the circus

LanesHealth brand Jakemans was established in 1907 in Boston England (where they continue to operate to this day) and specialises in quality menthol based confectionery. This brand, steeped in such heritage and history, had surprisingly never made its way on to the television.

First Times

Bringing this fabulous brand story to life via a television commercial would be a big step for the brand. Stepping up to the challenge, our agency, PR and media teams found it a pleasure and they decided to make a bit of a song and dance about it.
Our brief was to give the products maximum standout whilst bringing the heritage and history of the brand to the fore. 

Marvellously Vintage

Our creative idea would utilise the marvellous Edwardian origins of the brand to create a colourful timeless piece of lovingly crafted animated Circus splendour.

Jakemans Menthol Circus would showcase the products in the centre ring of an exciting and quirky vintage looking advert that would achieve cut through and help bring the brand to a larger audience than ever before.

The campaign continued with PR and shopper marketing taking the Circus into stores with a sampling event that featured Edwardian jugglers, free products presented in big top style bins and ringmaster promotional staff to distribute the marvellously menthol confections.

The Result?

The Menthol Circus made its début during Coronation Street on the 5th November and the campaign ran throughout the key winter season on ITV1 Daytime and Breakfast, Five and Satellite, as well as a presence in trade and consumer press.

Here's what Hilary Lynn, Marketing Manager of LanesHealth had to say:

“We were very impressed with the enthusiasm Bray Leino brought to the whole project and the way the creative, media and PR teams worked together to create an integrated campaign. The fabulous ad that was created gives the Jakemans brand excellent stand out and provides us with great potential to take the circus theme forward in the future.”


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