Magazine article Marketing

Options Seeks a More Contemporary Appeal

Magazine article Marketing

Options Seeks a More Contemporary Appeal

Article excerpt

Novartis Consumer Healthcare is to relaunch its Options chocolate drinks brand with a below-the-line push through newly appointed agency SMP.

Novartis, which spends around [pound]1m each year advertising Options, is unveiling redesigned packaging for the brand and will also launch a limited-edition series of new Options flavours, beginning with Mocha.

The new look is designed to make the Options brand "more contemporary", said Options brand manager Ali Perkin, who together with Novartis director of marketing Alistair Paton will oversee the relaunch.

"We have done a lot of research among consumers to find out what they want from the brand, and we feel that the redesign, the provision of additional nutritional information and the introduction of new flavours will all help us to cement our share of the market," said Perkin.

SMP has been briefed to develop a nationwide door-drop campaign to one million households, which includes a free sachet of Options' Belgian Chocolate variant. …

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