Leaf UK is launching Jolly Rancher – the third largest sweet brand in the US – in the UK next month.The launch will be backed by a £3m ad campaign.
The product was tested in the UK in 1993 and, according to Leaf UK marketing director Carolyn Welch, Jolly Rancher was outselling all other sugar confectionery brands after eight weeks.
“Given the high-level distribution, we are confident Jolly Rancher will become one of the UK’s top confectionery brands,” says Welch.
The £3m campaign targets teenagers and households with young children. Commercials produced by NW Ayer in the US are being used for the TV campaign, which breaks in mid-April. Abbott Mead Vickers.BBDO is handling the media-planning and buying.
The TV campaign will be supported by local radio advertising and a sampling programme, including door drops and cover mounts in teenage publications.