The power of the penguin: Bluebird celebrates 60th anniversary, tweaks ad for release of new 'Kiwi As' flavours

  • Advertising
  • November 21, 2013
  • StopPress Team
The power of the penguin: Bluebird celebrates 60th anniversary, tweaks ad for release of new 'Kiwi As' flavours

Potato chips and penguins are not a particularly natural partnership. But the power of advertising has made it so. And now, in Bluebird's 60th year, our Antarctic friends are back in a rehashed ad to promote a co-branding initiative with Tegel and Wattie's that sees the release of some new 'Kiwi As' flavours. 

Bluebird's first polar-themed ad is thought to have first appeared in the late '80s and spliced together real footage. Later on, an animated ad featuring water-skiing penguins aired between 1994 and 1996 (Animation Research Limited, which does the graphics for a range of sports broadcasts, including the America's Cup, won a host of international awards for their trouble). And the 'Heist' ad featuring Aerosmith track 'Walk this Way' was launched a few years back. That ad has been given a spruce up by Energi and Kaleidoscope, and some funk has been added in the form of a Tahuna Breaks track. 

According to the Bluebird website, the company, which is now owned by PepsiCo, opened its doors 60 years ago in 1953, "just a few years after young entrepreneur Les Saussey’s started selling popcorn and then potato chips at the Western Spring Speedway in Auckland. Les started out small but the popularity of his Bluebird chips quickly grew and he soon expanded his range of flavours to include Ready Salted, Salt & Vinegar and Chicken." 

Now it is one of the biggest snack food manufacturers in the country and sells brands including Bluebird, Doritos, Grain Waves, Copper Kettle, Delisio, Twisties, Rashuns, Burger Rings and Cheezels. 

The 'Kiwi As' flavour range was launched in 2009, with Kiwi Dip, Wattie's Tomato Sauce & Mince Pie and Mainland Cheese, Hellers Ham and Sour Cream with a dash of Kaitaia Fire. This time it's selling smoked sweet chilli chicken, sausage & sauce and Kiwi onion dip.

And while it's not penguin related, here's another classic Bluebird ad from the '80s that gave a nod to Back to the Future and claimed the chips offered 'the taste of tomorrow, today'. 

This is a community discussion forum. Comment is free but please respect our rules:

  1. Don’t be abusive or use sweary type words
  2. Don’t break the law: libel, slander and defamatory comments are forbidden
  3. Don’t resort to name-calling, mean-spiritedness, or slagging off
  4. Don’t pretend to be someone else.

If we find you doing these things, your comments will be edited without recourse and you may be asked to go away and reconsider your actions.
We respect the right to free speech and anonymous comments. Don’t abuse the privilege.

Whittaker's divides the court of public opinion – but all for a good cause

  • Advertising
  • February 22, 2019
  • Caitlin Salter
Whittaker's divides the court of public opinion – but all for a good cause

On Monday, Whittaker’s launched its latest novelty chocolate-lolly mash up with a chocolatey answer to retro bakesale treat coconut ice. The Coconut Ice Surprise chocolate has a twist though, 20c from each block goes to Plunket – a charity which New Zealanders agree is a worthy cause. However, to relate the chocolate to the charity, Whittaker's has built the campaign around baby gender reveal parties, causing a backlash from the public who argue gender norms have expanded beyond blue for boys and pink for girls.

Read more
Next page
Results for

StopPress provides essential industry news and intelligence, updated daily. And the digital newsletter delivers the latest news to your inbox twice a week — for free!

©2009–2019 ICG Media. All rights reserved.
Use of this site constitutes acceptance of our Privacy policy.


Contact Vernene Medcalf at +64 21 628 200 to advertise in StopPress.

View Media Kit