Get back that Friday feeling

08 February, 2007

Laura Clark

Cadbury Trebor Bassett is ploughing £1.5†million into a heavyweight marketing campaign for Crunchie .

The investment will

see the brand relaunch

its 2002 TV ad

Rollercoaster

on†Feb 7

with

its original strapline: Friday Feeling.

The last time the

Rollercoaster ad appeared on TV, sales of Crunchie

grew by 15 per cent, according to trade communications manager Kate Harding. The campaign is designed to remind 25 to 34-year-old consumers about the Crunchie they grew up with, and is expected to drive trial among

16 to 24-year-olds, Harding added.

Cadbury has also teamed up with the Sun

to give away

free Crunchie bars

.

A countdown to Friday will feature on Crunchie's new website - getthatfridayfeeling.com - which

includes a music play list, competitions and games.

Seventy Crunchie-branded taxis will appear in London, Manchester, Birmingham and Edinburgh, offering free snack-size bars

on Thursdays for three weeks starting on Feb 14. Free taxi rides between 4pm and 8pm will also be available every Friday

in February in a bid to keep the brand at the front of consumers' minds, according to Cadbury.

Retailers can get their hands on in-store POS kits containing shelf-edge wobblers, hanging cards and dumpbin stick-on posters.




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Lifting the spirits

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total a

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