Darrell Lea has canceled his “No Worries Jan” campaign, which made headlines after the Yellow Pages – the brand behind the iconic “Not Happy Jan” advertising campaign of the early 2000s – yesterday published a letter from cessation and abstention.
The confectionery company said in a statement titled “No Worries Sensis !!” that if he is “disappointed” Sensis has issued the legal threat, he will cancel the ads and send “a big box of chocolate their way”.
“We wanted to celebrate a classic Australian TV commercial and give it a modern twist,” the statement said.
“As an Australian company with a 92 year heritage, we wanted to breathe new life into iconic advertising and based on the feedback we have received the response has been overwhelmingly positive.
“However, Sensis demanded that we stop our campaign through its lawyers.”
This was the first campaign created by Akkomplice for Darrell Lea, after the creative agency won the account earlier this month. The redesigned ‘Jan’ campaign aimed to relaunch the Australian confectionery brand to the market after taking office in 2012.
Darrell Lea noted in his statement that at first Sensis seemed to enjoy the publicity.
“We were especially thrilled when the Sensis social media team posted their support for our announcement on their social media channels. [on Wednesday 29 May]. “
But yesterday, Yellow Pages executive managing director James Ciuffetelli said that seeing Darrell Lea using the Jan concept was a “total shock to us and our customers,” which led Sensis to send out a cease and desist letter. abstention to CEO Darrell Lea, Tim York, major TV channels and Akkomplice, demanding that the ads be removed.
“It’s important for advertisers and agencies to protect their work, creativity and innovation. This ad is so popular that we think we are sharing it with the Australian people, and we think it is fair to protect it from a drop in the price to sell chocolate, ”he said.
Pages Jaunes does not have a trademark for the slogan “Not Happy Jan”, and has highlighted the argument that Darrell Lea’s campaign “is misleading consumers”, leading some to believe that Pages Jaunes was involved in the campaign. advertising.
However, despite the tumultuous week, Darrell Lea hinted that something new is coming soon: “To Australian consumers who love a new take on life, we say – stay tuned.”