Wrigley is positioning Lockets as a brand that cares with the introduction of ’Lockets’ mum’ in its advertising and point-of-sale material. The company says this plays on the idea that ’mum knows best’ and the fact that we turn to a mother figure when we’re ill.
Wrigley will provide retailers with shelf talkers, counter-top units and clip strips.
There will also be radio advertising at key times, such as the commuter period, to keep the product front of mind.
According to Nielsen data, Lockets honey & lemon is the best-selling medicated confectionery line in independent and symbol stores.