Magazine article Marketing

Rowntree's Sweet Revival

Magazine article Marketing

Rowntree's Sweet Revival

Article excerpt


Rowntree is to relaunch and revive a clutch of brands as it fights to regain market share lost to arch rivals Cadbury last year.

The Nestle-owned company is revamping its flagship Polo, Walnut Whip, Yorkie and Milky Bar Buttons names and attempting to breathe new life into neglected brands like Jelly Tots and Caramac.

"We lost 0.5% market share last year," says marketing director Roger Partington. "We don't intend to sit by and let that slip continue."

Polo -- the brand-leading mint with a 31% share of the market -- is being relaunched for the first time since its introduction in 1948. It has come under increasing pressure from rival mint brands including Cadbury's fast-growing Trebor Extra Strong and Chewy Mints. Last year Polo lost volume share, and the Trebor mints and Spearmints are this week relaunched.

Now, the familiar navy blue background is now being replaced by royal blue. And the brand will be supported by a switch in advertising strategy. The "mint with the hole" theme will be retained but the new ads will focus on the `refreshing' benefits of Polo mints. …

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