Abstract:

A new commercial 'Inside Walnut Whip' has been designed which uses a new and different type of approach. The objectives of this research were:

1. To examine reactions to it, covering impact, comprehension, and what it says about Walnut Whip;

2. To explore perceived consistency between the film and existing perceptions about Walnut Whip, paying special attention to impressions gained from the fantasy visual treatment;

3. To look for any specific negatives in the film, either in the change of style from the previous 'eating occasions' campaign or in the film itself.