Is the future bright for orange? Mars lets shoppers decide

25 July, 2008

Mars is giving shoppers the chance to vote out their least favourite Revels flavour in its latest on-pack promotion.

Backed by a marketing spend of more than £2 million, including TV, press and digital ads, the Revels Eviction campaign will run for a limited period on specially-designed packs.

Consumers can vote out their least favourite flavour at revelseviction.com. The Revel with the most votes on Sept 9 will be evicted from the pack for a limited time, with a mystery flavour joining the pack in its place. New mystery packs will be available from November.

Mars predicts that the coffee vs orange debate "will go head to head as a battle of the flavours ensues", according to a spokesman. Trade relations manager Bep Sandhu added: "We are excited to

give consumers the ability to

influence the

mix of Revels. This eviction process is not only a first for Revels but also for the UK bite-sized confectionery market ."




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Richard Hemming MW: beware inverse snobbery

Few things can bring communal pleasure so intimately as wine. Apart from a hot tub, perhaps. Sport can trigger mass jubilation, film gives us shared empathy, but wine has a nigh-unique ability to bestow conviviality among us through a shared bottle – which makes it especially galling that we spend so much time divided over it.

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