Honey Monster is back on TV screens - and this ‘grown-up’ version isn’t asking his mummy to tell ’em about the honey.
On Monday (19 January), brand owner Halo Foods launches what it claims is the biggest marketing campaign for the brand in a decade. The push follows a relaunch last October that renamed Sugar Puffs as Honey Monster Puffs and introduced a revised recipe with less sugar and 20% more honey.
The ad is intended to present a “more grown-up character.” Halo claimed Honey Monster - who first appeared 38 years ago - had fallen from the public consciousness as a result of a lack of investment by previous brand owners.
“This is a very different Honey Monster,” said Halo Foods marketing director Andy Valentine. “He’s no longer the king of clumsiness but lives for fun, creating opportunities for mischief and activity with outdoor play.”
Valentine confirmed Honey Monster wouldn’t be uttering his ‘tell ’em about the honey mummy’ catchphrase. “Never say never - it is such a well-known line - but it is not part of this campaign.”
The push will include social media activity, personal appearances giving about five million people the opportunity to meet Honey Monster, and sampling among 500,000 consumers.
Halo is hoping to turn around sales of the brand, which have fallen 16% to £14.2m on volume down 20.7% [Nielsen 52 w/e 11 October 2014]. “We will be able to judge by the end of the first quarter how successful the activity has been,” added Valentine.
No comments yet