Shelf life | Cadbury unveils Mother’s Day box, while Allen’s brings back a classic
With Mother’s Day around the corner, some brands are bringing tailored products to market, while others are focusing on introducing new marketing campaigns to address the changing world amid the COVID-19 outbreak. Here’s our weekly roundup of the latest FMCG product news.
Cadbury introduces limited-edition Mother’s Day gift box
As Mother’s Day nears, chocolate brand Cadbury has collaborated with Australian illustrator, Sarah Hankinson, on a limited-edition gift box for Cadbury Roses to mark the occasion.
“Mother’s Day is going to be very different this year. It comes as a reminder of the importance of the bond we have with our Mother’s at a time when family has never been so important. We hope this limited-edition gift
box of Cadbury Roses inspires Australians to ‘say thank you’ to the important women in their lives at a time when we’re physically distanced from one another,” Kathy De Lullo, senior marketing manager for Cadbury said.
The confectionery giant said that Hankinson’ signature style is evident on the design of the new Cadbury Roses gift box. The Aussie artist was inspired by the iconic Cadbury Roses ‘Rose’ insignia and created a modern twist using watercolours.
“I was so excited to be asked to collaborate with Cadbury on their Roses Gift Box. For as long as I can remember, sharing a pack of Cadbury Roses with my family was such a treat. Rummaging through the box and choosing your favourite flavour – opening the shiny wrappers. It was a moment to cherish and bring everyone together. To this day, I still think the gift of a box of Roses is a special act of love,” she said.
The box is available from all leading supermarkets and department stores for RRP A$15.50 with different flavours including Classic Milk, Hazelnut Creme Crisp, Vanilla Nougat, White Raspberry, Caramel Deluxe, Hazelnut Swirl, Turkish Delight, Classic Caramel, Peppermint Crème Crunch and Dark Mocha Nougat.
Allen’s classic lollies makes a comeback
Aussie confectionery giant Allen’s has brought back the classic Spearmint Leaves lollipop, in response to consumer demand.
“The team at Allen’s is excited to bring back this minty-fresh lolly which was first made in the 1960s. The sweet treat was a fan favourite at our pop-up store a few years ago, so we wanted to continue making Aussies smile by bringing Spearmint Leaves back on to shelves,” Nestlé head of marketing confectionery Joyce Tan said.
The gummy green lolly is shaped like a leaf with a spearmint flavour. Allen’s Spearmint Leaves is sold for RRP A$2.95 and can be found in the lolly aisle at Coles.
Hardys rolls out global rebrand with bold new look
Accolade Wines’ Hardys has rolled out a global rebrand and consumer campaign titled ‘Certainty’. The company revealed refreshed wine packaging which hits Australia’s liquor stores this month.
Hardys will also release a new consumer campaign in July; a “money back guarantee” in October and will highlight Hardys’ consistent quality and wine credentials in November 2020 to drive consumers in-store.
“Hardys new packaging, as part of a global rebrand, is designed to provide a unified, family feel across our expansive and diverse wine range. The bottle labels now clearly communicate our rich heritage, outstanding quality and feature premium cues to improve brand presence, strength and differentiation on-shelf for our consumers,” Julien Marteau, marketing manager – core brands at Accolade Wines said.
The refreshed Hardys wine bottling has a consistent look and feel, premium label aesthetics, with the iconic black and gold Hardys logo and a crest.
Founder Thomas Hardy’s journey in 1853 inspired Hardys Certainty campaign. The global uncertainty was the backdrop of the campaign as craft wines ‘revered around the world’ and to be ‘enjoyed and understood by all’. The new wine campaign will also offer a money back guarantee in its entire wine range.
“Consumers are looking for brands and products that they trust and can be certain to deliver on their promise of quality. If nothing else, Hardys consumers can be reassured that 165 years of winemaking experience and over 9,000 global awards are captured in every bottle. For wine drinkers, the purchase of wine can be daunting with thousands of wines to choose from. Hardys delivers certainty to consumers so they can sit back and enjoy their wine of choice – or receive their money back, no questions asked,” said Julien.
Wild Turkey rolls out Cornerstone Rye Whiskey
Wild Turkey Distilling Co is releasing a limited amount of the Master’s Keep Cornerstone Rye in Australia, following its launch in the US. The liquor, by Master Distiller Eddie Russell, is the oldest rye ever released by the brand and features notes of warm vanilla, black pepper and toasted rye, as well as honey and baked apple.
Russell was inspired by his son Bruce, who has passion for rye and has contributed alongside other bartenders worldwide, to producing 100,000 barrels of rye whiskey in 2010 to now over one million barrels.
“Wild Turkey was one of the few legacy distilleries that remained loyal to crafting rye even as vodka and gin became the new, hot thing. Cornerstone Rye celebrates our continued commitment to the grain. As my own son Bruce has reminded me given his devotion to rye in working with the bartender community, it’s a fundamental part of our history,” said Eddie.
Master’s Keep Cornerstone Rye is 109 proof (54.5 alc. by volume). Just 3000 bottles will be released in Australia. It will be available at Dan Murphy’s and independent whiskey retailers for RRP A$250 per 750 mL bottle.
Dineamic rolls out new eco packaging
Australian ready-to-eat meal maker Dineamic has introduced eco-cardboard packaging by Halopack for the tray meals range. The move will reduce plastic use by 20 tonnes each year.
The packaging is produced using renewable or recycled cardboard that is free from additives such as PE coatings and adhesives. It also has a low carbon footprint due to its lightweight packaging.
“Doing business in a way that’s better for the planet is something our team lives and breathes, and from close connection with our customers, we know it’s something they care deeply about too. It’s our aim to provide nutritious meals that make Australians healthier, and doing it in a way that helps every person or place along the way – by choosing locally sourced food, cooking to order to minimise waste, operating out of a 100% carbon neutral kitchen and now switching to eco packaging that will cut at least two tonnes of plastic a year,” said Dineamic CEO, Michael Starke.
After consumers are finished with their meals, they can peel the thin film to separate it from the cardboard tray, which can be thrown into a recycling bin while the film is placed in soft plastics (if accessible) or waste.
Dineamic’s ready-to-eat meals are sold online and in supermarkets such as Coles and IGA.
Uncle Ben’s creates Special Guests campaign
Mars Foods Australia brand Uncle Ben’s has created a 45 second video clip titled ‘Special Guests’ to remind consumers about the power of food in connecting people amid the COVID-19 pandemic.
The short film shows a father and daughter at home as they navigate their ‘new normal’ by cooking and sharing a meal at home with other family members via video.
Ad agency Energy BBDO created the video and was launched on social platforms in Australia, US and UK. The brand also released new recipe content on Uncle Ben’s website and on Pinterest.
“At Uncle Ben’s we believe cooking has the power to bring people together and connection is more important than ever. We want to inspire families and friends to do what they know, to cook and share a meal, whether it’s an old favourite or one of our new recipes and enjoy that experience at home or virtually,” said Bronwyn Powell, marketing director, Mars Food