Product news summary 15th July 2015

HEADLINES THIS WEEK:

– MARS RELAUNCHES ‘SWEET SUNDAYS’ PROMOTION
– RUGBY LEGENDS TO SPEARHEAD HEINEKEN MARKETING DRIVE
– RECKITT BENCKISER REVAMPS CLEARASIL DAILY CLEAR RANGE
– UNITED BISCUITS AIRS NEW ‘SWEEET’ MCVITIE’S BREAKFAST ADVERT

CINEMA PROMOTION RETURNS ON MARS’ BITESIZE LINES

Mars Chocolate UK has announced the relaunch of its ‘Sweet Sundays’ promotion for a fourth consecutive year.

The text-to-win initiative, which runs until 14 October, offers consumers free cinema tickets and will be displayed on packs of Maltesers, Revels, M&M’s Peanut, M&M’s Choco, M&M’s Crispy, Galaxy Minstrels, Galaxy Counters and Milky Way Magic Stars.

To claim the cinema vouchers, which are valid until the start of November, consumers need to purchase either four promotional standard pouches, two ‘more to share’ packs or two standard pouches and one ‘more to share’ bag.

Mars is supporting the campaign this year with a £1.1 million media spend, including TV advertising and a range of PoS units. In 2014, the ‘Sweet Sundays’ campaign contributed to a 20% uplift in value sales across the entire bitesize category (Nielsen).

Tel: Mars Chocolate UK (0845) 045 0042

HEINEKEN UNVEILS RUGBY WORLD CUP ACTIVITY

Heineken will open the Rugby World Cup 2015 with a multi-platform campaign that brings fans across the world closer to the action.

As a worldwide partner of Rugby World Cup 2015, Heineken is searching for 48 fans to win a once-in-a-lifetime opportunity to open a match by attending the official coin toss prior to kick off.

Supporting the promotion, Heineken will also invite fans to take part in the ultimate second-screen experience – the Heineken Rugby Studio. Hosted by former England captain Will Carling, the digital preview/review show will take place across social media and will encourage supporters across the globe to interact with special guests and the ‘Heineken Rugby Legends’ via the hashtag: ItsYourCall.

Carling and ex-All Black star Jonah Lomu leads a star-studded list of ambassadors for the campaign, which also features John Smit, Matt Dawson, Scott Quinnell, Rocky Elsom and Shane Horgan.

Heineken’s sponsorship of the World Cup is supported by a global media campaign, commencing in August and stretching across out-of-home, print, digital and television activity.

Lomu and Smit will be appearing in a television commercial themed around the official coin toss.

Tel: Heineken 0131-528 1000

RECKITT BENCKISER EXTENDS CLEARASIL RANGE

Reckitt Benckiser’s Clearasil Daily Clear range has undergone a significant redevelopment with the introduction of four new Clearasil Daily Clear Hydra-Blast SKUs.

The Hydra-Blast Face Skin Perfecting and Gel Washes and Scrub have a new positioning, name and look to reinvigorate consumer demand in the skincare category.

The range, which now includes Gel Wash (rsp £2.99), Skin Perfecting Washes (rsp £2.99), Skin Perfecting Wash Sensitive (rsp £2.99) and Facial Scrub (rsp £3.99), contains a combination of hydrating ingredients and Vitamin B3 to deep cleanse the skin.

Packaging on all Clearasil Daily Clear Hydra-Blast products has also been redesigned to reinforce the hydration benefits and enhance shelf identification.

Tel: Reckitt Benckiser (0845) 769 7079

PROMOTIONAL PUSH FOR MCVITIE’S BREAKFAST RANGE

United Biscuits (UB) has unveiled the latest TV advert in its now iconic McVitie’s ‘Sweeet’ series.

The 30-second commercial, which premiered on 8 July, represents the first TV advertisement for the recently relaunched McVitie’s Breakfast range and features the ‘Sweeet’ family eating the Breakfast Oaty Breaks bar.

The campaign will run across high-profile programming for the next four weeks, kick-starting UB’s £3 million media investment to launch the next generation of breakfast biscuits.

In-store promotions and PR activity will support the TV advert, with new packaging also featuring on McVitie’s Breakfast range to help differentiate the brand from the rest of the market.

Kerry Owens, head of healthier at UB, commented: “The launch of McVitie’s Breakfast advertising campaign marks another momentous occasion for us, as we further expand our range of healthier breakfast biscuits – adding two new products to the offering.

“With 55% of us eating breakfast on the fly (Nielsen), it’s no surprise that the healthier biscuits category is worth £467 million, and breakfast biscuits have been driving the growth in this category.”

The Breakfast Oaty Breaks retail at around £2.29 and come in two flavours: Golden Syrup and Raisin & Cinnamon. The new addition was released alongside Breakfast Fruit & Oat Bakes Apple and Blueberry variants (£1.99) in May.

Tel: United Biscuits 020-8234 5000