Magazine article Marketing

BRANDING: Rolo Updates Strapline in Pounds 4m Brand Overhaul

Magazine article Marketing

BRANDING: Rolo Updates Strapline in Pounds 4m Brand Overhaul

Article excerpt

Nestle UK is changing its 'Do you love anyone enough to give them your last Rolo?' slogan after more than 20 years and reinventing the brand with a pounds 4m integrated campaign.

The decision is part of a wider relaunch of the 65-year-old Rolo brand, which has already had a packaging revamp to make itself more contemporary and relevant to younger consumers (Marketing, September 5, 2002).

The relaunch is being backed by a pounds 1.6m TV ad campaign through J Walter Thompson in May. It will introduce 'Discover the power of the Last Rolo' as the replacement line for the brand, still playing on the concept of the last Rolo.

The ad, which will run for six weeks, will feature an owner of the 'Last Rolo' challenging friends, colleagues or partners to perform a dare in order to win the remaining sweet. Viewers will also be asked to submit their own dares for ads planned for later in the year. The TV campaign will be supported by press, ambient, PR and digital activity, including a web site at rolo. …

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