British sweet maker Swizzels has unveiled its brand-new TV ad as part of a wider integrated campaign to showcase the Squashies range and drive sales.
The campaign will run throughout the summer, with the 20-second advert airing across ITV, Channel 4, Sky, Prime Video and Disney Plus, and is expected to reach more than 60m viewers.
Inspired by Squashies’ soft and foamy texture, the light-hearted advert encourages viewers to See the Squashies Side of Life and squash day-to-day interactions that might otherwise dampen the mood.
The advert has two versions. The first will air before 9pm featuring HFSS-compliant recipes Squashies Tropical and Sour Shooting Stars, with the second, post-9pm version highlighting Squashies Original Raspberry & Milk and showcasing more of the range.
Swizzels is also taking its branded Squashies van on the road this summer, sampling its latest flavour, Squashies Cherry Cola, recently launched in a pricemarked format for the convenience sector.
The Squashies van will visit events including the Commonwealth Games and Boardmasters Festival, alongside city centres and trade events across the UK, to raise awareness of the most recent addition to the Squashies range.
The campaign is supported by extensive social media and PR activity, further amplifying awareness of the brand and helping to drive summer sales.
Clare Lynch, senior brand manager at Swizzels, said: “In this new campaign we wanted to capture the fun, feel-good nature of the Squashies brand and the unique soft texture, ‘squashing’ a world that can take itself a little too seriously.
“The range continues to be a huge hit with consumers, and we hope that the TV advert, alongside sampling, social media and PR activity, will encourage shoppers into stores to pick up a summer treat or try a new Squashies flavour.”
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