NPD and Media

JAMESON REVEALS ‘WIDEN THE CIRCLE’ GLOBAL CAMPAIGN

The promotion includes a TV ad featuring Irish actor, writer and comedian Aisling Bea, made by Emmy- and Grammy-nominated director Jake Scott.

Jameson Irish Whiskey has launched a major new international campaign, in time for key seasonal events including St Patrick’s Day.

The Widen the Circle promotion includes a TV ad called ‘That Spark’ featuring Irish actor, writer and comedian Aisling Bea, made by Emmy- and Grammy-nominated director Jake Scott.

Irish Distillers Global Marketing Director, Brendan Buckley, said: “As the world reopens, Jameson, the world’s favourite Irish whiskey, is inviting the world to embrace other kindred spirits and ‘Widen the Circle’.

“Our campaign will challenge people to look for the shared values that unite them, making the world feel like a smaller, friendlier place by encouraging individuals and communities to make new connections. It will not only demonstrate the accessibility of our whiskey, but also the larger idea it can bring of inclusiveness, kinship and belonging.”

Coinciding with the launch, and to showcase the best of Irish culture and creativity, a series of St Patrick’s Day events are taking place around the world, culminating in a livestreamed performance by Irish post-punk band Fontaines DC on 17 March.

In addition, fans across the world will be able to connect virtually on the Jameson Connects platform for free by signing up for tickets via the Jameson website.

Beyond St Patrick’s Day, Jameson will be looking to extend outreach further through ongoing campaigns across the on- and offtrade globally, as well as through influencer, PR and social media outreach. A second TV ad is planned for summer 2022.

NO-ADDED SUGAR RANGE AND PACKAGING REFRESH FOR KIDS ‘SUCKIES’ REVEALED

The new range will be available in three flavours, rolling out to the convenience channel and large wholesalers.

The Collective is revamping its fresh yogurt and fruit ‘suckies’ pouches with a no-added sugar range and a packaging refresh.

The relaunch features a redesign of the ‘suckies’ packaging with a new bright, colourful style to make the products stand out more on shelves and drive brand recognition, while making the overall eating experience more fun for children.

Brand mascot Alfie the Dog, mascot for the children’s range, has also been given a new look and features more prominently on the pouches, while the backs of packs also include fun facts, jokes, tongue twisters and riddles.

The new range contains less than 6g of sugar per 100g pack and includes immunity-boosting vitamin D, which also helps to strengthen children’s teeth and bones.

The new no-added sugar ‘suckies’ will be available in three flavours including strawberry & banana, banana & cocoa, and mango & peach.

The Collective UK Marketing Director Tor Hunt-Taylor said: “Our ‘suckies’ are perfect for busy, modern families, providing a nutritious tasty treat for children on the go and available in a variety of flavours to suit all tastes. Our new, bolder packaging appeals to both children and adults, making snack time with Alfie the Dog even more fun and exciting.

“The relaunch of our ‘suckies’ packaging, the range extension and our marketing campaigns are just some of the many exciting announcements we have in store over the coming months, and we look forward to continuing to disrupt the dairy industry in 2022 and beyond.”

ABSOLUT REVEALS ‘BIGGEST EVER’ DESIGN AND FLAVOUR SHAKE-UP

The brand’s bottle is now made with over 50% recycled clear glass, demonstrating its commitment to minimise its impact on the planet.

Absolut has unveiled a new bottle design and remixed flavoured range as part of its biggest shake-up since the brand’s launch in 1979.

The new packaging aims to reflect Absolut’s flavours, while harmonising the portfolio, with the stripped-back design offering clearer navigation to encourage discovery and improve shelf stand-out.

The bottle is also made with over 50% recycled clear glass, demonstrating the brand’s commitment to minimise its impact on the planet.

The new design uses the canvas of 18th century medicine bottle silhouettes, with clear product information added to the front, including an ingredients list, ABV level and provenance.

The name of the brand’s founder, Lars Olsson Smith, has also been added to the medallion on the front of the bottle, while the font of the script has been modernised to make it easier to read and the logo has become bigger.

The Absolut flavour range has also received a shake-up, which pays “homage to the brand’s provenance, authenticity and progressive DNA”.

Absolut’s fruity and spicy flavours – Raspberri, Vanilia, Passionfruit, Watermelon, Mango and Pear – will drop to an ABV of 38% for a sweeter flavour, while Citron, Lime and Mandarin remain at 40% ABV to deliver a fresher taste profile.

Each bottle also features a vibrant colour block reflecting the flavour of the liquid within.

Pernod Ricard UK Brand Director, Marnie Corrigan, said: “The range refresh pays homage to the brand’s provenance, authenticity, and progressive DNA, and as a brand famous for elevating cocktails, social moments, and driving social change, Absolut’s bold new look is sure to raise the bar and inspire creativity for any cocktail lovers.”

The new look is rolling out between now and the autumn.

GEEK BAR UNVEILS ITS SHISHA RANGE

The fruit-flavoured range comes with 2ml e-liquid capacity and contains 20mg/ml nicotine.

Geek Bar has launched its first-ever range of shisha vapes, widely available across the UK.

The move comes on the back of the growing popularity of shisha in the country over recent years.

The Geek Bar shisha vape includes 575 puffs and uses the same battery technology as previous Geek Bar products. The range, which comes with 2ml e-liquid capacity and contains 20mg/ml nicotine, is available in several flavours including Watermelon Berries Shisha, Hawaii Sunshine Shisha, Pineapple Guava Shisha, Mixed Fruit with Rose Shisha, and Strawberry Kiwi Shisha.

The fruit-flavoured range is designed to help more adult smokers quit conventional cigarettes. Research by Nicotine & Tobacco Research last year highlighted that vaping ‘sweet’ flavours associated with fruits were more likely to help an adult smoker give up their habit than use of tobacco flavoured e-liquids.

Allen Yang, Chief Executive at Geek Bar, said: “Shisha pipes have become increasingly popular in the UK, and we wanted to give those who smoke them a safer option just like we do for conventional cigarette users with a range of disposable vape products which have been a phenomenal success in the UK.”

He added: “We’re delighted to add this new shisha range to our product offering. We are plugging an important gap in the market which will support improved public health in the UK.”

The new shisha range uses Geek Bar’s new packaging which allows both retailers and consumers to check the authenticity of the product from a compliance perspective as well as make it clear that the product is for sale to only over-18s.

PICKS OF THE WEEK

PILS THIS

German premium beer brand Krombacher has launched its Pils in a 330ml can format. The beer, which is distributed in the UK by Morgenrot, is crisp, clean, and full in flavour with a refreshing bitter finish. Krombacher Pils (ABV 4.8%), is available now in cases of 24 x 330ml cans.

MIXER TONIC

Cushiedoos has launched a Pink Grapefruit and Rosehip soda, as it eyes global expansion and widening its reach with spirits pairings for categories like dark rum, tequila and mezcal. The launch is low in sugar, and the company will plant one tree for every dozen bottles sold.

NICE ICE

Ice manufacturer and supplier The Ice Co. has launched a new 1kg bag format for its best-selling Party Ice product range. Available to order from spring 2022, the new size bag format is designed with the convenience shopper in mind, as it can fit in much smaller freezers.

‘HOPPY’ EASTER

World of Sweets has unveiled its latest Bonds pun box in time for Easter. ‘Hoppy Easter’ is the first pun box with a gummy sweet and chocolate combination. Each box is packed with fruit flavoured gummy bunnies and milk chocolate eggs coated in a candy shell.

JUBILEE DRAW

To celebrate the Queen’s 70-year reign, Cadbury is giving shoppers the chance to win a pair of tickets to the Platinum Jubilee Pageant on 5 June. Shoppers must visit jubilee.cadbury.co.uk and provide their details for a chance to win. The promotion runs until the end of April.

RUGBY PACKS

Guinness is celebrating the return of the Six Nations with limited-edition packs. Available until the end of the tournament (19 March) while stocks last, the new look is available in the off-trade across four-pack, eight-pack, 10-pack and 15-pack formats, with PMP options available.