Swizzels sweet on TV advertising

"Before developing a media plan, Guerillascope conducted research on the sweet market that highlighted a particular hunger for nostalgic treats. Products such as Parma Violets, Refreshers and Sherbert Fountains had made a come-back, feeding into a growing consumer shift in focus from possession to experience. Our studies shone a light on the "kidulting" trend, wherein adults actively seek experiences that enable them to relive their childhood."

"Another piece of insight that piqued interest was the "Big Night In". With more adults opting to stay home and treat themselves instead of going out, categories such as confectionary began benefiting. This intensified with the commencement of a nationwide lockdown, with pubs and restaurants closing but supermarkets and convenience stores remaining open - both of which are sales streams for the brand."

"However, consumers were also increasingly health conscious, and although our research showed that there was no appetite for giving up sweets completely, people were seeking health- positioned confectionery that tastes good at the same time. With the Great British Puds being vegan and suitable for vegetarians, we felt the product had every ingredient required for an ambitious awareness campaign that would generate results."

"To inform our approach to the planning process, we used bespoke social profiling tools developed by our partners, Fifty. This allowed us to pinpoint which types of social media users engaged most actively with the Swizzels brand online. Led in part by these audience profiles and in part by the developing situation with COVID-19, we set about devising a media"

Swizzels appointed Guerillascope as its TV buying partner in 2020 to raise awareness of the Great British Puds range and drive sales. Research into the sweet market identified strong demand for nostalgic treats, including a return of products such as Parma Violets, Refreshers, and Sherbert Fountains. The findings pointed to “kidulting,” where adults seek experiences that help them relive childhood. The “Big Night In” trend also supported confectionery growth as more adults stayed home, especially during lockdowns when pubs and restaurants closed while supermarkets and convenience stores remained open. Consumers wanted sweets that tasted good while aligning with health preferences, and Great British Puds being vegan and suitable for vegetarians supported an ambitious awareness campaign.

Read at Thedrum