In brief

19 March, 2010

l Coca-Cola Enterprises has relaunched Ocean Spray as part of a £7 million marketing spend. CCE intends to broaden the brand’s appeal with a new tall, slim, easy-pour 1-litre pack and a new variant, Blueberry, to meet consumer demand for “super-fruit” products. Blueberry light will also be available.

McVitie’s Penguin is returning to TV screens after a seven-year absence as part of a £1.5 million campaign to promote the brand’s partnership with international conservation organisation WWF. The ad will promote an on-pack competition offering consumers the chance to win one of 30 WWF penguin adoption packs every day.

McVitie’s Jaffa Cakes cake bars are now available in a limited-edition lemon flavour. The cake bars are made from “bittersweet, dark crackly chocolate, light sponge and a zingy lemon centre”, rrp £1.49.

A celebrity-led Walkers crisps campaign is aiming to persuade consumers that its crisps improve any sandwich. Marco Pierre White and Frank Lampard are among those “turning the ordinary into the extraordinary” by making surprise appearances in Sandwich in Kent.

Fox’s has revamped two of its bestsellers: Caramel Shortcake – formerly Millionaire’s Shortcake – and Shortcake Rounds. Both will be repackaged and have a Fox’s tag stamped into the top of each biscuit. Caramel Shortcake will also switch from a traditional rectangle biscuit to a circular shape.

Trident chewing gum is launching an on-pack promotion, giving consumers the chance to win tickets to a host of worldwide festivals. The Perpetual Festival promotion will be launched in April alongside newly designed packaging, which aims to unify the Trident range.




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Richard Hemming MW asks: what’s the next step for indies?

In the not-too-distant future, when all humans are born with inbuilt VR headsets and Trump is Supreme Commander of the Known Universe, how will students of wine look back on the present era of retail in the UK? And, in such a dystopian world, why would anyone care?

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