Screen debut for Swizzels Squashies targets brand growth

A fun-filled animated screen advert has been launched by British confectionery group Swizzels, throughout June, marking a a first for its Squashies brand of sweet treats, writes Neill Barston.

As the business, which recently opened a new factory in Cheshire to cater for expanding demand, explained, its latest campaign offers a focal point for a new integrated campaign to showcase the full Squashies range and support the nationwide rollout of the Strawberry & Cream flavour.

Notably, the animated advert features Mr. Swizzels, the company’s popular mascot, who gives a look inside the factory to reveal how the sweets are made, delivered in 10 and 30 second ads, which will be premiered during the final of Britain’s Got Talent.

Furthermore, the sugar confectionery company has also introduced its debut Scottish TV sponsorship for Squashies, set to run throughout the summer and showcased alongside prime STV content in Scotland.

As the company noted, the screen ad will be amplified by an intensive social media campaign that will run across Swizzels’ channels throughout the summer as well as national sampling activity

Senior brand manager for Swizzels, Clare Lynch, said: “We are excited to see Squashies on screen for the first time and feel that the fun, lighthearted animation will resonate well with Squashies’ fans across the nation.

“Squashies were invented in 2012 by taking some of our fans’ favourite Swizzels flavours and creating uniquely soft and foamy sweets. Since their creation, Squashies have continued to grow in popularity and we have responded by adding more fantastic flavours to keep the range exciting and appeal to an even-broader demographic.

“Our TV advert, sponsorship and accompanying social and sampling campaigns are the next step in elevating the Squashies brand even further.

“We encourage wholesalers and retailers to stock up on Squashies in anticipation of the increased demand that will be generated.”

The full Squashies range, including Strawberry & Cream, Original Drumstick, Bubblegum, Sour Cherry & Apple, Rhubarb & Custard, and Banana & Blueberry, is available to purchase now in cases of 12, with an RRP of £1.15.