Equal had an image issue – that it was artificial. Hard to go around. So the best way to deal with the issue was a taste test. For the tv ad, we had a real blind person talking about how important taste was to him. And we backed it up at point of purchase, Woolies/Coles, via sampling by dipping strawberries in equal. Outside the supermarkets we had the below adshel execution. I’ll never forget the blind talent in the tvc – he could tell you your mobile number just from listening to the dial tone.
Writer: Matthew Vandermark
Art Director: Andy Iles