“Where’s Wally?”, the cartoon series launched in 1987 by British illustrator Martin Hanford, is being featured as the centre of Pepsico’s advertising campaign for Tropicana Kids. Print ads featuring the much loved children’s book character Wally (Waldo in the USA) are designed to engage, educate and inform parents about the natural ingredients of juice and water, while increasing sales. Instead of planting Wally in the middle of crowds, making him hard to spot, Wally is shown in deserted locations, easy to find, reinforcing the phrase “Nothing to Hide”.
Wally was developed in 1986 as a world traveller and time travel aficionado who always dresses up in red and white. Six classic “Where’s Wally” books have been supplemented by notebooks, pillows, posters, video games, a syndicated comic strip and an animated television series. Wally (Waldo) has appeared in Frasier, The Simpsons and Friends, as well as on the 1000th anniversary cover of Rolling Stone magazine.
The Tropicana Kids ad campaign has been timed to coincide with the back to school period and the launch of The Incredible Paperchase, the seventh book in the Where’s Wally series published on September 1 by Classic Media. “Wally ads humor and intrigue to this clever campaign and is the perfect fit for the product message,” says Claire Shaw of Classic Media.
The ads will appear from September onwards for an initial two and half month period in high end female consumer magazines and leading parenting websites.
The Where’s Wally campaign was commissioned by Adrian Baty, marketing manager at PepsiCo and was developed at DDB, London by executive creative director Jeremy Craigen, copywriter Dave Henderson, art director Rich Denney. Work by illustrators Bill Greenwood and Martin Hanford (Where’s Wally) was retouched at Gutenberg Retouching.