Two delicious stories from The Drum and Marketing Magazine/NFRN for any sweet-toothed readers...


Kellogg’s has launched a Rice Krispies Squares cinema advert to promote its Rocky Road flavour, continuing the ‘it’s all lies’ theme by claiming it is the first 3D cinema advert you can taste. Created by glue Isobar, with planning by Carat, the 60 second advert will premier in the trailers of the new Men in Black film.
 Sally Tribe, brand manager, said: “Innovation has been key to driving the success of Squares and we have invested over £3 million in advertising for 2012. We are always looking for ways to push the boundaries with this brand so taking it 3D seemed like a no brainer. Finding engaging ways to interact with shoppers adds real value to a product and this move will help bring thousands more people into the Squares brand.”

And over at Kraft, Cadbury is making a second attempt to crack the popcorn market with the launch of Cadbury Popcorn, just four years after it sold its Butterkist popcorn brand as Cadbury tighten their grip on the 'share-bag' market.
Cadbury Bitsa Wispa, launched in March 2012, has been hugely successful and enjoyed sales of £4.2m in its first six weeks, complemented by a sharing range which already includes Dairy Milk Giant Buttons, Twirl Bites and Dairy Milk Caramel Nibbles

"The new Cadbury product will be sold in reclosable 130g bags of toffee popcorn coated in milk chocolate, priced £2.03. According to Kraft, the chocolate bag category is worth £324m and is growing at 5.7% a year."
 Sally Barton, Brand Manager for Bitesize at Kraft Foods, said: “Chocolate sharing bags are currently delivering considerable growth for the overall chocolate sector, with the Kraft Foods portfolio fuelling this upward trend. We constantly take steps to keep up-to-date with consumer tastes and ensure our sharing portfolio remains as relevant as possible. This is why with our latest sharing innovation we are taking increasingly popular popcorn, and adding Cadbury chocolate to create a delicious combination.”