Brand marketing programme

Big Bear Confectionery, the UK company behind mint brands XXX Mints and Fox’s Glacier Mints, has announced a £500,000 brand marketing programme to further boost its support for the trade.

The programme will support the launch of new products, new pack designs, extensions to much-loved ranges and a brand new children’s confectionery range all supported by sponsorship, on-pack promotions, competitions, social media and advertising.

Ross Stanley, head of trade marketing at Big Bear, says: “We still enjoy very strong brand recognition, particularly from consumers who remember the TV advertising for Fox’s Glacier Mints with the fox and bear. Our 2015 campaign will introduce a whole new generation to much-loved favourites, as well as meeting current demand for value sharing packs, small gifts and ‘just for me’ mini packs.”

As well as investing in brand extensions, this year Big Bear Confectionery has also relaunched the Fox’s Glacier range with a fresh new look. Designed to highlight the brand’s 97 year history and strong identity, the new look packaging, which will be seen across the range including its Glacier Fruits and Glacier Dark, will emphasise the products’ quality, purity, heritage and natural ingredients.

Ross Stanley says: “We know the Glacier consumer is very brand conscious and we wanted to ensure the new look bags had instant brand recognition to its loyal core consumers but also appeal to potential new consumers at the same time.

“We are also always looking at ways to innovate in a category that often does not have a lot of different NPD. In July we will launch a limited edition Glacier Pack based around your old favourite pop bottle drinks with flavours such as Dandelion & Burdock, Cream Soda and Ginger Beer among others. The flavour profiles of these products is excellent and should add a bit of excitement and variety, which I am sure consumers will appreciate.”