52 |Retail News|November 2013| www.retailnews.ie
Market News NEW LYNX PEACE LYNX is set to reinvigorate the toiletries category with the introduction of new variant, Lynx Peace, supported by a €1.45m multi-media marketing spend across TV, OOH, digital, print, sampling, radio and in-store. Featuring an addictive mix of citrus, pepper and ginger to deliver an intriguing woody fragrance with a strong youthful edge, the new Peace variant will be available across the full Lynx portfolio, including: body spray, APA deodorant, shower gel, shampoo and two hair styling aids - styling gel and natural look cream. The Lynx Peace packaging includes a peace sign on the front to drive standout on-shelf.
HB RE-LAUNCHES FUNNY FEET HB is re-launching its popular 1980s ice cream variant – Funny Feet – exclusively to the ‘In Home’ channel, following exceptional consumer demand. Available to order now, HB’s Funny Feet come in multipacks of four. The iconic foot shape, strawberry flavour ice cream and pink colour from the 1980s remain, along with the recognisable red and yellow colour cues on the original packaging, which has been updated with a modern design. “We are thrilled to re-launch Funny Feet into our HB Kids range following an overwhelming response to the idea of bringing back the brand,” noted Anna Owen, Marketing Manager for Unilever Ice Cream in Ireland. “Originally launched in 1980, it is evident that HB’s Funny Feet were a childhood favourite of many and we are happy to be able to meet the palpable consumer demand.”
FLORA’S BIGGEST EVER MARKETING CAMPAIGN
BENYLIN PHLEGM COUGH SYRUP COMES TO GROCERY
FLORA has announced its biggest ever marketing investment into the brand to drive value growth back into the Butters and Spreads category. Kick-starting a long-term commitment, the campaign is led by advertising on mainstream TV, as well as activated across a mix of additional platforms including OOH, digital, print and PR. The campaign highlights the great taste of Flora and sees the return of the iconic Flora sunflower – modernised for today’s shopper – which will remind consumers of the natural goodness of sunflowers found throughout the Flora range. As part of the brand re-launch, the Flora packaging and logo have been redesigned, and now feature a colourful look and prominent Flora sunflowers. Flora is introducing a brand new in-store creative platform in its new campaign, entitled ‘Bring a little goodness to everyday life’, promoting the versatility of Flora as a tasty accompaniment to breakfast, lunch and dinner.
BENYLIN has been a popular and trusted brand since the early 1970s and and is currently the number one selling cough brand in Irish grocery. Continuing on from the successful launch to pharmacies in 2012, Benylin Phlegm Cough Syrup is now available in Grocery for winter 2013. Benylin Phlegm Cough is a non-drowsy formula which thins and loosens chest phlegm so you can get rid of it when you cough. The product contains levomenthol to help soothe the throat and produce a cooling sensation. With a 46% market share of the GSL cough category (Source: ACNielsen, Value Sales MAT, September 8, 2013), Benylin is the clear market leader and has a strong media presence on TV, online, in the press and outdoor. For more information, follow the brand at www.benylin.ie.
KITTENSOFT BEST BATHROOM AWARDS KITTENSOFT has teamed up with RTÉ star and celebrity interior designer Karl Fradgely to launch the KittenSoft Best Bathroom Awards, which will celebrate the best bathrooms and loveliest loos that Ireland has to offer. The public are invited to nominate their favourite bathrooms in a variety of categories, such as residential, bar, restaurant and hotel, and everyone who nominates a bathroom is automatically in with a chance to win a €1,000 designer bathroom makeover for their own home. The Awards have been launched in response to research that was carried out by KittenSoft which reveals that three quarters of Irish consumers (76%) would seek out loos in a private business such as hotels and department stores, rather than using public facilities. Karl Fradgley is pictured with model Sarah Morrissey at the launch of the KittenSoft Best Bathroom Awards. See www.facebook.com/kittensoft-ireland for more information.