PICKS OF THE WEEK

NPD AND MEDIA

TIME TO ‘GET YOUR DING BACK’

Mars Wrigley’s latest TV campaign for Extra chewing gum is encouraging shoppers to get their ‘ding back’ after a year of lockdown

Mars Wrigley is launching a new Extra chewing gum TV campaign featuring several characters in memorable lockdown moments ‘re-entering the real world’.

The campaign is geared to keeping gum front of mind as lockdown continues to ease and challenges retailers to ensure the best-selling gum is always available. With a positive forecast predicted for gum sales, the campaign will further support the category as refreshing on-the-go becomes relevant again.

The campaign will encourage people to get their ‘Ding!’ back again after staying at home for so long.

Mars Wrigley highlights how 40% of sales are driven by seeing gum on-fixture and 46% will not buy gum if the product they want is not available [Ipsos, 2015], and that 80% of sales take place within the transaction zone [Kantar, Jun 2020].

Chirag Shah, Extra Brand Manager says: “The ad perfectly captures the nation’s mood and will create lots of smiles, which in turn will help keep gum top of mind and drive sales for retailers.

“We are heavily investing in the gum category this year to keep it contextually relevant – with our biggest annual spend to date. Our Extra comms for the first quarter of 2021 was very much focused around gum consumption in-home, however looking forward we will be activating a number of exciting campaigns around those key out-of-home consumption occasions.”

TENNENT’S UNVEILS LARGEST EVER OFF-TRADE PROMO

Tennent’s Lager is gearing up for a huge summer of football with the launch of its biggest ever off-trade promotion this month.

Tennent’s Lager is gearing up for a huge summer of football with the launch of its latest on-pack promotion this month. As the Original Supporter of football in Scotland, the brand is celebrating a renewed partnership with the Scottish FA by kicking off its biggest ever off-trade activation across more than one million promotional packs of Scotland’s favourite lager.

Consumers buying promotional 10-, 12- and 15-packs of Tennent’s Lager will have the chance to win one of over 4,500 prizes including personalised Tennent’s football tops, mini footballs, captain’s armbands and vouchers for the www.Tennents.co.uk online store.

Consumers can scan a QR code on promotional packaging which will take them to a microsite where they can enter the competition. They’ll find out immediately if they’re a winner and what prize they have won.

Iain Telford, Senior Marketing Manager at Tennent’s, said: “Our new on-pack celebrates the Summer of Football that lies ahead and we’re looking forward to standing with the rest of Scotland in cheering on our national team in their biggest season in 23 years. As the Original Supporter of Scottish football, we wanted to help fans combine their favourite lager with their favourite sport and we know they’ll be excited to get their hands on the great prizes that are up for grabs through our new on-pack.

“The promotion follows a strong year for Scotland’s favourite lager in the off-trade and will ensure that we see increased brand presence in stores across Scotland as we come into and move through a peak trading period.”

TETLEY RECRUITS ADLINGTON FOR SUMMER CAMPAIGN

Double Olympic gold medallist Rebecca Adlington is fronting Tetley’s new campaign for its Cold Fusions brand this summer.

Tetley is gearing up for summer sales growth for its Cold Fusions brand with the launch of a new digital campaign fronted by double Olympic gold medallist Rebecca Adlington.

Tetley says 39% of Tetley Cold Infusions are consumed when out and about, so it’s gearing up for summer interest and the impending summer of sport with a new digital campaign.

The campaign features social, video-on-demand and influencer activity and arrives just in time for the summer season when sales of the brand peak. The campaign message is: ‘simple, natural flavour – add a little fruitiness to your water’.

Although the market for Cold Infusions has been dampened by the requirement to stay at home, glimpses of warmer weather and the prospect of returning to something near normal is sparking interest in the category again with sales of Tetley Cold Infusions growing 13.7% by volume growth in the four weeks to 27 March [AC Nielsen].

TIC-TAC COLA- COLA IS BACK!

Ferrero is bringing back its limited edition Tic-Tac Coca-Cola variant this summer after great success last year.

Tic-Tac is bringing back its biggest ever limited edition flavour, Coca-Cola, this summer. Rolling out now, the return of the two iconic brands brought together will support retailers in capitalising on the huge success of last year when, according to the company, 2.6m packs were sold, equating to 600 per hour.

Levi Boorer, Customer Development Director at Ferrero, comments: “Following an unpredictable year of lockdowns, we know that for many, impulse purchases and on-the-go occasions have suffered. The refreshment of Coca-Cola and the instantly recognisable shape and format of Tic-Tac will encourage shoppers to make those impulse purchases once again, and support retailers in reigniting this purchase habit. With the summer season approaching and the roadmap indicating restrictions will continue to ease, the return of the product couldn’t come at a better time.

“Tic-Tac is the #4 adult sugar countline brand [IRI, Jan 2021] which is both well-known and trusted within the category. The Coca-Cola flavour will only strengthen this, creatingstandout in-store for a second year running. Thelaunch will attract younger adult consumers viaa partnership with a recognised soft drink brandwhilst the limited edition nature of the product willdrive excitement, supporting in the increase ofimpulse confectionery sales.”

Tic Tac Coca-Cola will be available acrossconvenience throughout summer 2021. Thelaunch will be supported with in-store POSdisplays.

For further information on Ferrero UKproducts, dumpbins POS and expert advice, visitwww.yourperfectstore.co.uk.

ESSENTIAL VALUE

JTI has extended its Sterling range with the launch of Sterling Rolling Tobacco Essential 30g. The new line offers the lowest price point in the Sterling Rolling family as a less-for-less alternative, with no filters or papers. RSP: £12.35

VEGGIE TREATS

Haribo has unveiled vegetarian-friendly Sour Sparks and Starbeams. Sour Sparks offers a chewy eating experience with a tasty, sour centre while Starbeams are the very first foam sweet to join the company’s vegetarian range. RSP: £1

COCONUT COMEBACK

Ferrero is bringing back its Kinder Bueno coconut variant. The limited-edition flavour was last available in 2017 and is back in time for summer 2021. It is available for a limited time once again in both plain and price-marked packs. RSP: 60p

FIND YOUR DIFFERENT

Vimto launched its biggest marketing activity to date this week, the £5m multi-touchpoint ‘Find Your Different’ campaign which is being rolled out across various platforms including TV, video-on-demand, digital, proximity media, mobile and shopper marketing.

REFRESHING PROMO

Magners Irish Cider is helping drinkers to ‘refresh their environment’ as part of its latest seasonal promotion. ‘When Time Bears Fruit’ sees Magners offer 20 ultimate staycation retreats along with thousands of home improvement prizes.

FENTIMANS 200ML

Fentimans is launching a new range of 200ml mixers and tonics to tap into the growing popularity of long mixed drinks. The new range will be available for an extensive selection of products including Tonic Water, Ginger Beer and Rose Lemonade.