Sledge, the brand experience agency, has won the launch campaign for The Natural Confectionery Company (TNCC). The agency won the business following a competitive pitch against undisclosed agencies.
TNCC is a range of bagged sweets that are free from artificial colour and flavours and are aimed at parents that want to give their children “better-for-you” sweets. The range is being launched in the UK by Cadbury Trebor Bassett although the confectionery giant will not have any branding on-pack and is keen to keep its association with TNCC under the radar.
The agency has been briefed to create a “live environment” that will bring the sweets, jellies shaped like snakes, dinosaurs and monkeys, to life. It aims to engage parents and children with the new range by word of mouth. It will be supported by a sampling and an online campaign.
TNCC is already available in Australia, where it launched in 1998. It was acquired by Cadbury in 2003 and launched in Ireland two years ago. It is understood that Cadbury roster agency Fallon has been working on the brand and its positioning in the UK.