PMPs and redesign for brand
WITH winter nearly upon us, sniffly noses and sore throats are, unfortunately, not far away.
In preparation for the cold and flu season, health relief brand Halls has unveiled a new look and a range of PMPs to help drive sales.
The new designs aim to emphasise the symptom treating benefits that are offered by the firm’s Soothers and Mentholyptus products.
Redesigned Soothers packs now showcase the texture of the sweets and their ‘soothing’ benefit, while the new Mentholyptus design displays its ‘clearing menthol action’.
Halls parent firm Mondelez said the new designs have been developed to achieve a stronger stand-out on shelf during winter, while ensuring better consistency across the brand.
The introduction of price-marked packs is also expected to “offer reassurance” to customers that they are not being overcharged in convenience stores.
The new packs will be supported by a mass media, digital out of home advertising campaign.
We believe that the new look and the PMPs will provide a real opportunity to inspire purchases.
It will run in December to target high footfall locations in close proximity to stores.
Amy Lucas, brand manager for Halls, said: “We know that our new designs will stand out on the counter, and that the consumer will have confidence identifying which Halls sub-range will best fit their needs throughout the winter season.”
“With total Halls being the number one Relief Candy brand in the UK, and Halls Soothers seeing a double-digit growth (11.6%) during the last cold and flu season, we believe that the new look and the PMPs, combined with a nationwide out of home campaign close to stores, will provide a real opportunity to inspire purchases and help retailers drive relief candy sales.”
• In order to help maximise these sales, Mondelez recommends stocking up winter remedies well ahead of cough and cold season.
As well as having a main fixture, Mondelez also advised that winter relief products should be displayed at the counter, with PMPs placed near the till to drive impulse sales.