Weet-Bix launches Cahill and Lee into outer space in major new campaign via BWM Sydney

Sanitarium has followed up its Tim Cahill ‘Opera’ campaign for Weet-Bix with a cut-through new campaign featuring Cahill and Brett Lee in outer space saving Australia from an asteroid attack. Created by BWM Sydney, ‘Space’ leverages three of Weet-Bix’s most valuable assets: international soccer star Cahill , international cricket star Lee and the equally legendary jingle ‘Aussie kids are Weet-Bix kids’.

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Rick Wilson, Sanitarium General Manager Sales and marketing said thecampaign was the product of a nine-month collaboration with BWM: “Ourchallenge with BWM is to make sure that Weet-Bix continues to stand outin a cluttered market and be relevant for not just being an iconicAustralian brand, but for being an iconic Australian product. Creatingthings that people will love and doing it in an engaging way is thegreat challenge in advertising, and I think there’s no doubt the’Space’ campaign does exactly that following on from the way that ourlast Opera ad did. BWM have done a great job once again.”

“At the end of the day, we are all Weet-Bix kids. We wanted tocelebrate this,” said Rob Belgiovane, the executive creative directorbehind the campaign.

Agency: BWM, Sydney

Sanitarium Weet-Bix Senior Brand Manger Amy Hiscock