HEADLINES THIS WEEK:
– MULTI-MILLION POUND INVESTMENT FOR SURE AND SIMPLE
– NEW LOOK INTRODUCED FOR GALAXY
– HEINEKEN TO PROMOTE TIGER BEER AHEAD OF CHINESE NEW YEAR
– THATCHERS CIDER TARGETS YOUNGER GENERATION
UNILEVER LAUNCHES EXTENSIONS FOR TWO LEADING BRANDS
Simple, the UK’s number one facial cleansing brand from Unilever, has extended its range of facial skincare products by introducing Simple Kind to Skin Micellar Cleansing Water.
The premium proposition, which has an rsp of £4.49 for a 200ml bottle, is supported by a £4 million educational marketing campaign – its biggest investment for 2015. This media spend also includes a new TV advert, which is set to air at the end of March.
Across Unilever’s portfolio, Sure Women has relaunched its premium Maximum Protection range, supplemented by the introduction of two new variants – Sure Maximum Protection Stress Control and Sure Maximum Protection Sport Strength.
The new 45ml variants, which have an rsp of £5.10, will be supported with a £3.5 million above-the-line campaign in April, including TV, out-of-home, and digital.
The relaunch also includes refreshed packaging and a fragrance update across the range of high efficacy antiperspirants.
Tel: Unilever (0800) 731 1597
PERMANENT PLACE FOR SALTED CARAMEL BARS
Mars Chocolate UK has extended its Galaxy portfolio by introducing Galaxy Salted Caramel as a permanent fixture.
Available from 22 February, Galaxy Salted Caramel will be available as a single 48g bar and a large 135g bar, with rsps of 60p and £1.39 respectively.
This follows the news that the entire Galaxy Caramel Collection has been redesigned to increase differentiation and build on the success of Galaxy Smooth Caramel, which currently outsells the next best-selling caramel variant.
Galaxy will also be supported by a £12 million media spend throughout 2015, as well as a major through-the-line campaign with 44 weeks on TV.
PoS material, including dumpbins, free-standing display units, counter-top units, hook-over news units, posters and wobblers, is also available.
Tel: Mars Chocolate UK (01753) 550055
HEINEKEN IN BLOCKBUSTER CHINESE NEW YEAR ACTIVITY
Heineken’s premium Asian lager brand, Tiger beer, has unveiled a host of bespoke activity for the Chinese New Year festival, including limited-edition packaging, food-pairing deals and free-product-with-purchase coupons.
The brand has launched new outer packaging across its range of four, 12 and 24-packs, with revamped artwork also featuring across all Tiger variants.
New PoS material will also be available to convenience retailers, who are encouraged to create link-deals with Asian food.
As a part of the brand’s new marketing platform, Tiger has partnered with the London Evening Standard to reward consumers with a free bottle of Tiger, provided they try one of three specially concocted exotic meals at participating restaurants.
Heineken is also incentivising all Star Rewards customers in the on-trade by allocating double points to freehold and tenanted outlets for stocking Tiger throughout the month of February. Moreover, each licensee who chooses to stock Tiger across this period will automatically be entered into a Heineken exclusive competition to win a holiday to Singapore.
Tel: Heineken 0131-528 1000
THATCHERS INTRODUCES TWO NEW APPLE CIDERS
Thatchers Cider has targeted a new generation of cider lovers by introducing two new apple variants – Thatchers Red and Thatchers Somerset Haze.
Designed to appeal to consumers between the ages of 18 to 34, both launches place a modern twist on classics, with sweeter fruit flavours and a lower abv.
Thatchers Red is available in 500ml and 330ml glass bottles, while Thatchers Somerset Haze can be purchased in 500ml bottles and 440ml cans.
The new products are supported by a programme of branded PoS and merchandise material, including clothing, sampling and events.
Tel: Thatchers Cider (01934) 822862Published Date: February 10, 2015