Nestle to back biggest confectionary launch with £6m drive

LONDON - Nestle is committing a £6m marketing push to Rowntree's Randoms, its most significant confectionary launch of 2009.

Rowntree's Randoms, which includes sweets in a variety of textures and flavours, launches later this month with the strapline 'Let your random side out' and will be targeted at young adults.

The marketing campaign will include a TV ad campaign created by JWT and a digital drive handled by Greenroom Digital, as well as outdoor and in-store marketing.

Nestle may also promote the brand through social media channels, such as MySpace.

The PR element of the campaign will be handled by Frank PR.

 

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