The £2.5m campaign, designed to reinvigorate the brand, will reach 38 million people. It launches on the 16th of this month and will include outdoor and online advertising plus consumer competitions.
Consumers can become fans of one of two Facebook pages each favouring a particular way to eat the sweet.
The games will take the form of weekly competitions and be used as a points scoring system to see whether it's the suckers or crunchers who come out on top.
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