Sindy to star in Little Rolo ads

Confectionery giant Nestlé Rowntree is to use Barbie doll rival Sindy to promote its new product Little Rolo after agreeing a deal with toy company Vivid Imaginations.

Confectionery giant Nestlé Rowntree is to use Barbie doll rival Sindy to promote its new product Little Rolo after agreeing a deal with toy company Vivid Imaginations.

The line, launched this week, is a miniaturised version of the Rolo chocolate range and is aimed at teenage girls and young women (MW 13 December, 2001).

The launch is being backed by a £2m ad campaign, including national television ads by J Walter Thompson featuring a computer-generated animation of Sindy and boyfriend Robbie. The ads will start on Valentine’s Day. A give-away of samples in Miss Selfridges and an SMS text messaging campaign are also planned.

Vivid bought the licence to make Sindy dolls after Hasbro axed the brand in 1997. She returned to the shops in 1999 with a slim-line look and paler tan in a bid to differentiate the figure from Mattel’s Barbie.

The tie-up with Nestlé is a first for Vivid Imaginations and forms part of the toy maker’s plan to promote Sindy’s 40th birthday this year.

Rolo brand manager Alison Talbot says the launch will deliver a “step change in Rolo sales by attracting new, younger consumers”.

“The convenient bag format and Little Rolo sweets are perfect for eating on the go and capitalises on this consumer trend,” Talbot adds.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here