Confectionery ‘masterbrand’ launched

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candylandA new consumer-facing masterbrand is set to strengthen shopper appeal for Tangerine Confectionery after consolidating its sugar portfolio.

The creation of Candyland supports Tangerine Confectionery’s brand strategy to bring together many small and diverse product groups, with limited stand-alone equity, under one umbrella brand, while retaining product equity from iconic products such as Wham and Dip Dab.

Kick-starting this new era for Tangerine Confectionery, Candyland will launch in the impulse and wholesale channel with an eagerly awaited 2 for £1 range from July 2013.

The 2 for £1 promotion, alongside impactful and dedicated stand and branded POS material will encourage trial of the product and drive repeat purchase, before rolling out into ASDA and other major multiples from August.

To amplify the roll-out of Candyland, a digital consumer communications plan including a new website, Facebook and Twitter accounts, alongside a complimentary consumer PR campaign will help to drive engagement and interaction with the brand.

The insight gathered following extensive customer research has helped to shape and influence the conception of Candyland, to allow Tangerine to commercially manage its sugar portfolio.

Melissa Wilson, head of marketing at Tangerine Confectionery, said: “The launch of Candyland heralds a new era for Tangerine Confectionery with the consolidation of our brand portfolio under one distinct masterbrand.

“We’ve harnessed the years of confectionery expertise and skill from around the business to develop new innovative products, reinvigorating classic flavours for a modern market, and retaining our popular retro sweets.

“Candyland provides a wealth of opportunities to create new, exciting and innovative products moving forward, extending our portfolio to appeal to kids and adults of all ages, and becoming the one stop shop for all sweets.”

A quirky airship was used as the centrepiece of the brand identity allowing clear segmentation across the range of 44 products in the phase one launch, and making it easier for the consumer to navigate the individual territories of Candyland. The territories were developed to create a distinction between confectionery types, each with their own personality and tone of voice in the magical world of Candyland to appeal to consumers’ individual tastes.

The territories also provide a useful platform to develop innovative and exciting products through range extension and NPD to bring even more choice to the market. New territory, Wonder-Full Heights, which is set to launch later in the year will host Candyland’s NPD products including newly developed Juicy, Sour and Fizzy varieties of gums.

Existing ranges such as Jelly Babies, Jelly Beans, Wine Gums, Liquorice Allsorts and Sour Snakes are now available in miniature size. Sour Space Mix has been developed to offer a new shape and a new recipe, while Fizzy Cola Bottles are now available with a liquid filled centre.

Tangerine worked with London based brand design agency BrandOpus to create the concept of Candyland the magical world where all sweets come from, and focused on a key theme of ‘embracing nonsense’ to develop the brand identity.

Nir Wegrzyn, CEO at BrandOpus said: “This new identity allows the brand to be immediately recognisable, contributing a positive halo effect of the brand values across the entire portfolio, which encourages consumer cross purchase. Candyland affords strong brand standout and ease of navigation for the consumer at the point of retail.”

The Candyland two for £1 range will be available in 70g bags, with RRP of 65p, offering great choice and value for money.

Source: Sweets and Snacks Europe