The confectionery maker is unveiling the proposition next month with the launch of a product and pack design as well as a £1.3m marketing campaign.
The print and outdoor push will introduce the brand’s ‘Breathe Deep. Stay Cool’ strapline and showcases different occasions throughout the day that the sweets can be eaten. Activity will be supported by a nationwide sampling campaign.
Laura Cristea, assistant brand manager for Halls, says the move aims to make the medicated category seem less “functional.”
She adds: “Although we will continue to focus on the core season, by harnessing everyday invigoration and investing heavily in marketing communication we are confident we can recruit new users and create additional usage occasions outside the traditional season.
“Halls is already an extremely popular brand in the UK, but sales are focussed around the cough and cold season, extending this season will not only drive sales for the brand, but help maintain relevance all year round.”
Products within the category such as Halls and Lockets are traditionally purchased during the flu season, between September and March, however Kraft claims that more than half of Halls’ sales are currently driven by purchases all year round.
Kraft says the strategic shift, which has proved successful in other markets including Mexico and Brazil , has the potential to exploit this trend and double Halls’ UK sales in five sales.
The launch comes just months ahead of Kraft’s planned split to focus on its international snack business separately from its grocery business in North America. Halls will be part of the Mondelez company alongside the likes of Oreo, Cadbury and Ritz.