Swizzels has marked the arrival of its brand-new Atomix range with the launch of an integrated campaign including nationwide DOOH advertising, alongside sampling, social media, user-generated content, event sponsorship and PR activity.
Featuring the two new Atomix products, Atomix Refreshers Sour and Atomix Rainbow Drops, the vibrant ads have appeared at entertainment centres, bus stops, shopping centres, retail parks and more destinations across the UK to build awareness of the new range.
The ads will be running until September, encouraging customers to give the products a try as a fun, affordable treat over the summer.
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The ‘Mix it up a bit’ message is inspired by the Atomix range reimagining two much-loved Swizzels favourites in an exciting new chew format. The campaign encourages people to step away from routine and embrace the playfulness that spontaneity brings.
Flaunt Digital led on brand positioning and designed the creative, with media agency Guerillascope handling the ad placements.
Alongside the DOOH advertising, Swizzels’ Atomix also sponsored Ramp on the Roof, a skateboarding and street culture festival in Manchester, ensuring the brand reached one of its key target demographics. The bold, standout Atomix logo and ‘Mix it up a bit’ messaging featured on Europe’s largest skate vert ramp and around the festival, maximising brand presence at the event.
Swizzels also handed out thousands of Atomix samples, enabling attendees to try the new product.
Ailish Pope, brand manager at New Mills HQ’d Swizzels, said: “Atomix is our biggest launch of the year as we add a completely new brand to our portfolio and enter a new category. As such, we needed a bold campaign which would catch consumer attention, maximise exposure of the range and set the brand on the path to being as recognisable as Swizzels’ other creations.
“DOOH advertising allowed us to reach a vast audience, build brand awareness and utilise the vibrant branding to our advantage. Alongside sampling, social media, sponsorship and PR activity, we’ve definitely spread the word about the latest addition to the Swizzels’ line-up.”
