Silk just got silkier

Galaxy is launching a new packaging design, following the reintroduction of its classic strap-line ‘why have cotton when you can have silk?’ earlier this year. This summer will also see the launch of two new permanent products to the brand’s existing portfolio – Galaxy Honeycomb Crisp and Galaxy Nut Crunch.

From 11 August, Galaxy will roll-out new packaging and graphics across its entire range of block, bitesize and bar products. The campaign, entitled ‘Silk just got silkier’ will focus on the smooth milk chocolate sensation that has become synonymous with the brand since its launch.

The redesigned packaging with bolder colours and classic tones and contours emulate flowing melted chocolate and build on themes of indulgence. As Galaxy’s iconic silky brown packaging receives a make-over, the new design will enable consumers to easily recognise the brand on-shelf, attracting both new and existing customers. This has also been brought about through redesigned on-shelf cases that achieve better in-store stand-out.

Based on consumer insight, the Galaxy block range will undergo a transformation and each of the breakable pieces will be redesigned to improve consumer visual perception and melt-in-the-mouth experience. The brand is being supported by a £10.7 million media spend throughout the year, which includes the new TV campaign featuring Audrey Hepburn.

In addition to this, September 2013 will see two new products added permanently to the Galaxy portfolio: Galaxy Honeycomb Crisp, available in 40g and 114g variants, and Galaxy Nut Crunch 114g. 

Building on increased consumer appetite for honeycomb and the popularity of hazelnuts and almonds, the two new permanent additions, both covered in silky Galaxy Smooth Milk chocolate, will complement each other perfectly and are expected to reinvigorate and drive further growth within the block category. 

As always, retailers are encouraged to stock up on the full range and make the most of the tailored POS materials in-store. Complete with images of Audrey, the glamorous Hollywood starlet will feature heavily on visual in-store materials bringing a flavour of 1950s elegance and further drive consumer attraction to the product.