Galaxy has launched a new partnership with (RED), the foundation set up to fight AIDS, supported by three new celebrity ambassadors. The partnership will raise money to help prevent transmission of HIV from mothers to their babies in Africa.
Mollie King, member of girl-group The Saturdays, Alesha Dixon, music and TV personality, and Victoria Pendleton, World and Olympic cycling champion, have inspired the designs for three personalised special edition 114g packs of Galaxy Milk, Galaxy Honeycomb and Galaxy Cookie Crumble.
Five pence will be donated for each of the personalised and other flash-marked packs sold.
Galaxy will support the partnership through a marketing campaign, including adverts, online video advertising and outdoor posters. A social and PR campaign will also drive consumer demand by showcasing the celebrities’ experiences when they visited Africa to meet AIDS activists.
To drive demand, Mars will also be providing retailers with POS materials to maximise the partnership, including wobblers and free-standing display units featuring the celebrities.
Tony Lorman, Galaxy retail excellence director, commented: “We are extremely proud to have the Galaxy brand partner with (RED) to support the goal of an AIDS Free Generation. From teenagers to mothers, our celebrity ambassadors have a very broad appeal, so we are urging retailers to stock up and use the available POS to drive consumers to buy the exclusive packs.”
In addition to the personalised, special edition packs, packs featuring a 5p donation red-flash will include:
• Galaxy Caramel 135g;
• Galaxy Bubbles 100g;
• Galaxy Nut Crunch 120g;
• Galaxy Milk MTS 200g;
• Galaxy Caramel 204g;
• Galaxy 390g.