Tangerine Confectionery is bringing the Softies range back to screens this autumn as part of a £1m investment in its branded sugar portfolio.
The TV advertising campaign will place a spotlight on the new Fruit Salad Sour Softies and showcase the revitalised branding on both Fruit Salad and Refreshers Softies, soft and chewy twists on retro favourites.
From this week consumers will see the adverts appearing on channels including Sky 1, ITV 2, Dave, E4, Comedy Central and Drama, and in between prime-time programmes such as Coronation Street, The Big Bang Theory, CSI:New York and Celebrity Juice.
The series of adverts are expected to be seen by four million people per screening, with 15 million advert impressions over the four-week period.
Russell Tanner, marketing and category director at Tangerine Confectionery, commented: “Softies is our most significant piece of NPD in recent years tapping into the strong and positive associations sweet lovers have with our heritage brands. Refreshers and Fruit Salad are childhood favourites loved by everyone and we’ve been excited to give them the Softies treatment.”