15 May 2009
Promoters of the Sherbert Fountain sweet brand have been on the streets of London this week with what the company is calling a “dabvert”, aimed at raising awareness of the re-launched sherbert sweet.
PR agency Pelican is behind the 2.5m long “dabvert”, a giant version of the redesigned sweet pack. Launched originally in 1925, the sherbert sweet’s new packaging still contains a liquorice stick for dipping in sherbet but it has now been updated with a re-sealable tube for freshness and a revamped outer case. Promoters passed out the new samples to passersby on the Southbank along with questionnaires to gather consumer opinion on the new wrapping.
Pelican worked closely with Sherbert Fountain brand owner Tangerine Confectionary to come up with the larger-than-life advert. “We needed to demonstrate to consumers that while the packaging has been modernised, the famous Sherbet Fountain combination of liquorice stick and sherbet remains the same – what could be better than letting their tastebuds decide,” says Pelican’s managing director Michael Bennett.
“The new packaging has been created after going to great lengths to find out what our customers would like best. We were overwhelmed by the consumer and media reaction to the new pack and so we want to demonstrate to consumers that while we have modernised the pack the famous Sherbet Fountain combination of liquorice stick and sherbet remains the same,” says Tangerine Confectionery group marketing manager Helen Sears.
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