A social media campaign has been launched encouraging consumers to share pictures of their ‘sour face’ as they consume Bon Bon Buddies’ sour candy Brain Blasterz range.
Brain Blasterz, the first own-brand range developed by the company, was launched with the mega sour ‘Candy Container’ but, following its popularity, the range has been expanded to 16 products available in a variety of flavours.
The campaign is being rolled out across a number of social media channels, including Facebook, Twitter and Instagram. It aims to drive awareness of the brand and engagement online, asking consumers to share a #SourFaceSelfie.
Chris Howarth, managing director of Blackwood-based Bon Bon Buddies, said: “We’re very proud of our Brain Blasterz brand. The face of the brand, ‘Brainz’, has already created a community feel online encouraging consumers to get involved with the challenge of eating the mega sour sweets.
“The new campaign aims to really drive the personality of the brand, making more and more people connect with it as well as creating a buzz around the products. We want to inspire our customers to not only buy Brain Blasterz, but share their experience of eating the mega sour treats.”
A competition is running throughout the duration of the campaign, and winners will be chosen based on the best ‘sour faces’ shared through social media or submitted via the Brain Blasterz website. Competition prizes include three PlayStation 4 consoles, iTunes vouchers and festival tickets, and entries are being taken until 5th September 2014.
Howarth added: “We saw an opportunity to create a new exciting brand for kids, having seen the growth in popularity of sour confectionery. Our understanding of the market, existing relationships and sourcing capabilities enabled us to move quickly to build a strong position in the category.