HEADLINES THIS WEEK:
– KINDER BUENO UNVEILS NEW-LOOK RANGE
– WRIGLEY’S EXTRA RECRUITS ASHTON KUTCHER FOR TV AD
– MARS LAUNCHES LIMITED-EDITION XTRA CHOC
– UNILEVER SETS £1 MILLION DONATION TARGET FOR RED NOSE DAY
– TSINGTAO INTRODUCES THREE PACKS FOR CHINESE NEW YEAR
KINDER BUENO INTRODUCES LIMITED-EDITION BAR AND ON-PACK PROMOTION
Ferrero has introduced a limited-edition Kinder Bueno Dark variant, available exclusively for the impulse channel.
The new addition, which has an rsp of 69p, joins Kinder Bueno Classic, which is currently displaying a new on-pack promotion.
Supported by a marketing campaign comprising print, digital, social media and sampling activity, Kinder Bueno Classic is offering shoppers £5 off Nails Inc products and services by redeeming an on-pack promotional code online.
Retailers are also able to purchase PoS material, such as countertop units, dumpbins, magazine hookover kits and shelf-retention kits, from www.ferrero-trade.co.uk to maximise sales.
Elsewhere, Nutella has unveiled its first bespoke £1.4 million integrated Pancake Day campaign, kicking off at the start of February and running until Pancake Day.
Carrying the strapline of ‘Pancakes love Nutella’, the activity will feature a standalone Pancake Day TV advert, plus national out-of-home advertising, radio, digital, social media and breakthrough in-store display solutions.
Last year, Nutella achieved a 33% sales uplift in the lead up to Pancake Day and attracted 343,000 new shoppers to the brand (Nielsen).
Levi Boorer, customer development director at Ferrero, says: “The number of shoppers who buy Nutella almost triples (up 189%) in the four weeks prior to Pancake Day (loyalty card data), so we would recommend that retailers capitalise on this year’s campaign by creating hotspots in-store using tailored PoS solutions.”
Tel: Ferrero (01923) 690300
ASHTON KUTCHER FRONTS WRIGLEY TV CAMPAIGN
Hollywood actor Ashton Kutcher has become the new face of Wrigley’s Extra to help promote its new TV commercial.
The advert, which runs until the end of April, is part of the brand’s £15 million marketing investment to promote the benefits of oral healthcare.
This follows an announcement that the company has strengthened its Extra portfolio by incorporating two soft-chew flavours – Strawberry and Bubblegum.
The two 14-piece packs displays a new look for the brand, which also features across new Extra-branded packs of Orbit Peppermint and Spearmint flavours.
Tel: Wrigley (01782) 752094
BIGGER IS BETTER FOR MARS CHOCOLATE
Mars Chocolate has launched a new limited-edition Mars Xtra Choc variant and is encouraging consumers to ‘Bring it on this winter’.
Backed by an outdoor media campaign specifically sited around impulse outlets, Mars Xtra Choc is available in a single format (rsp 51p), as well as multipacks of three full size bars (rsp £1.34).
A smaller, 24-count outer is also available for impulse retailers, alongside an exclusive snack-size four-pack with a £1 price-mark.
Bep Dhaliwal, trade communications manager at Mars Chocolate UK, comments: “We expect Mars Xtra Choc to be our most successful Mars limited edition to date, as it builds on the success of Triple Choc in 2011 and consumer research has shown a higher purchase intent for Mars Xtra choc vs Mars Triple choc.
“We recommend that retailers stock up early on the limited-edition Mars Xtra Choc bars – when they’re gone, they’re gone.”
Tel: Mars Chocolate UK (01753) 550055
UNILEVER UNVEILS COMIC RELIEF PROMOTION
Unilever is releasing a selection of limited-edition packs across its PG tips and Persil brands this month, to help raise £1 million in aid of Red Nose Day.
Available exclusively across the Small & Mighty range of liquids, the Persil Bio and Colour packs – 15 wash (rsp £4.69), 25 wash (rsp £6.79), 40 wash (rsp £9.99) and 60 wash (rsp £13) – feature a red Stain Eraser Ball, simulating the iconic Red Nose.
Meanwhile, a selection of PG tips tea’s have been revamped to display the brand’s iconic Monkey wearing Comic Relief’s famous Red Nose.
The new design will feature across packs of 80 (rsp £2.51), 160 (rsp £4.84) and 240 (rsp £6) tea bags.
Unilever has announced it will donate 8p from every promotional pack produced before March 2015. The activity will be supported by two above-the-line campaigns for each brand, including digital and TV advertising, set to break in February.
Tel: Unilever (0800) 731 1597
TSINGTAO PACKS TO PROMOTE CHINESE NEW YEAR
Halewood International has released three limited-edition packs for Tsingtao Beer to coincide with Chinese New Year.
The promotion, which features on 12 x 640ml, 24 x 330ml and 4 x 330ml packs until 19 February, aims to drive sales at a time when Chinese food is front-of-mind amongst consumers.
Tsingtao has also produced a range of PoS material, including pallet wraps and free-standing display units, to help wholesalers promote the event in-store.
Tel: Halewood International 0151-480 8800Published Date: January 16, 2015