Müller UK is to invest GBP7.5m (US$11m) in a New Year marketing campaign to support its Müllerlight brand along with teh launch of a new chocolate line.
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Beginning in January, the ad campaign introduces a new theme and strapline – ‘Eat Happily Ever After’- while continuing to reinforce the message that Müllerlight is “fat free, is made with real fruit and contains as much calcium as a glass of milk”, the company said today (23 December).
Müller UK is also adding three confectionery ‘fat free’ lines to the Müllerlight range.
Vanilla ‘sprinkled’ with dark chocolate will be available as a single pot, and will be incorporated into a Müllerlight confectionery six-pack comprising: two Vanilla sprinkled with dark chocolate pots; two orange sprinkled with dark chocolate pots; and two vanilla with dark chocolate sprinkles and a black cherry underlayer.
Müllerlight vanilla sprinkled with dark chocolate will replace the existing apricot variant to become part of the regular portfolio of 16 Müllerlight flavours.
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By GlobalDataBoth the single pot and six-pack will be available from the New Year.
To support the launch, Müller UK has allocated GBP2m of the brand’s marketing spend for a press and poster ad, a ten-second TV tag to be aired alongside two new 30-second TV commercials and sampling activity.
Müller UK’s marketing and R&D director Chris McDonough said: “Müllerlight really has had a tremendous year and we have every intention of stepping up the pace in 2009.
“We’ve up-weighted the spend behind the brand for the year ahead and following the re-launch activity last January, we wanted a similarly high impact start to 2009. With New Year resolutions and consumers’ intentions to adopt a healthier lifestyle at their peak in January, it represents a prime opportunity to highlight the message that you can ‘Eat Happily Ever After’ in the knowledge that Müllerlight is fat free.”
The single pots of vanilla sprinkled with dark chocolate have an RRP of GBP0.54 and the six-pack an RRP of GBP2.98.
