Haribo gives boost to brands
new product, Maoam Mini's, and introduce a major promotion for fove
of its other major products during the key school holiday period.
Haribo Dunhills (Pontefract), the UK arm of the German confectionery company, is hoping to increase sales of its core Maoam range during the summer with a major advertising campaign and the introduction of a new three-pack variant for the Maoam Mini's range.
The Maoam Mini's three-pack will be available to cash & carries and independent retailers from July to coincide with the launch of a new burst of TV advertising which breaks on 19 July 19 and will run on a variety of terrestrial, satellite and cable TV channels in the UK.
The new packs each contain three individual packets of Maoam Mini's which in turn hold five individually wrapped, fruit-flavoured sweet chews. Each pack contains two strawberry Maoam Mini's and one orange pack. The three-packs have a recommended retail price of 30p and are packed in display boxes of 30 packs.
"The addition of a three-pack of Maoam Mini's to the range - a handy, pocket-size pack - will also help to introduce the brand to new consumers by generating impulse purchase," said Helmut Mager, managing director of Haribo Dunhills (Pontefract).
"This campaign - which features two fruit flies arguing over whether the sweets or real fruit are more juicy - has been developed very much to appeal to 10-15-year-olds - an age group that particularly enjoys quirky action and will readily identify with the fun and humour of the on-screen characters."
Mager continued: "Since its launch, Maoam has made a major contribution to the development of the £74.8 million soft and chewy fruits sector in the UK. In 2002, Maoam accounted for over half of all of the growth in this sector and it is now the number two soft and chewy fruits branded bag."
The launch of the new product also coincides with a major push from Haribo for five of its other popular brands in the UK: flagship brand Starmix, Tangfastics, Kiddie's Super Mix, Goldbears and the recently launched Pico Balla.
The company is launching a high-value '13 for the price of 12' promotion exclusively through cash & carries and wholesalers, with 250,000 promotional cases providing free product to retailers during the key school summer holiday period.
Mager said: "This type of added-value promotion has proved very popular with retailers in the past, particularly as it provides an instant profit opportunity. It will deliver value to the retailer and help them build the profitability of the confectionery category by stocking up with some of the UK's best selling bagged lines as well as encouraging them to try new brands such as Pico Balla which will help to bring new consumers into the sector."
