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
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.