Bendicks of Mayfair is ditching the grandad character in its advertising as part of a repositioning of its boiled sweet brand Werther's Original.
From this month the brand will have a contemporary new look to its packaging and marketing, designed to make it appeal to a wider audience and attract new customers. Visual identity has been enhanced on packs to improve shelf standout.
New pack formats include an 'on the go' 78g bag with a rrp of 59p and clip strips are available for the first time for 150g bags. Backing the revamp is a £4m investment in TV advertising over the next 12 months. A new 30-second ad will be screened in June but will not include the grandfather character so closely associated with the brand.
The brand has also teamed up with Hertz Car Rentals for a sampling campaign involving 190,000 rolls of the butter candies between June and August.
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