This spring, Aero is celebrating sharing occasions with a campaign featuring a limited-edition ShAero pack design.
The packs feature a selection of different ‘Who will you ShAero with’ phrases suited to each format and flavour, with serving suggestions including: over a cuppa, on date night, with a movie or on a road trip.
The limited-edition packaging will feature across the chocolate brand’s range of sharing blocks, as well as Peppermint Bubbles sharing bags, and will be promoted via PR and social media activity by the brand.
The past two years have seen substantial growth in sharing blocks and bags formats, claims Nestlé. Whilst total confectionery has grown +1.6%, the chocolate blocks category has grown significantly over the same time +10.5%, states the firm. This growth has been driven by a strong performing Aero brand which grew +27.5%, with Aero blocks +28.8% (IRI Market Advantage, Confectionery Database, Value Sales, 52wks to 26 March 2022, IRI All Outlets UK & Kantar Discounters vs 2yrs previous). Aero’s sharing bags have also contributed to the brand’s growth with sales +18.7% in the past year alone (IRI Market Advantage, Confectionery Database, Value Sales, 52wks to 26 March 2022, IRI All Outlets UK & Kantar Discounters), says the company.
Aero brand manager Amy Bennett-Inge said: “After the past couple of years when lockdowns have meant many of us have missed out on social occasions with friends and family, we really wanted to celebrate the return of getting together with loved ones. We know Aero is already popular during sharing occasions, and ShAero is designed to celebrate this.”
In addition to the ShAero activity, the brand also recently announced the launch of Aero Melts.