Britvic copy writers had fun building up the’ Drench Spring Water’ brand around ‘the provision of refreshment for mobile urban youth’.
Drench is a real opportunity for the local independent store. Mobile youths are much more likely to shop local than go with mum to Tesco.
The re-invention of SunnyD is a positive move but the brand needs some clever marketing to aid recovery. Unilever knows a thing or two about brand building and the pound;12m spend on its new Adez juice drink will buy them wide distribution and immediate success. Independents will react more slowly to the brand without the product sampling opportunities afforded to multiple operators.
Our confectionery buyer tells me that in the US innovation drives the confectionery market with a quarter of last year’s sales attributed to new products. The National Confectioners Association reported 2,767 launches last year. That’s 53 every week. Just think of the paperwork. Dark chocolate remains the consumer favourite and dominates the US market, a trend Nestl eacute; is clearly hoping to cater for here with the introduction of KitKat Dark. About time, too.