Anchor has invested £1m in a major relaunch of its Squirty Cream range. A bold new can design, by global branding and design consultancy, Elmwood, is set to hit the shelves at the end of June, with marketing support including high profile experiential activity and an innovative new digital strategy, all positioned to bring out the fun of Anchor Squirty Cream.
Experiential activity will take Anchor Squirty Cream to 1.5 million consumers at big summer family events including the Highland Show and the Bristol Balloon Show, where kids and grownups will have the chance to have fun with the brand and create their own squirty art which can then be uploaded on a new brand website www.anchorsquirtycream.com.
The new site features plenty of squirty fun including recipes and squirts of art, with creamy recreations of masterpieces like The Scream, and Sunflowers (by Vincent van Scoff), while other squirty interest for kids includes a cartoon series, ‘The Adventures of Little Squirt’. There are prizes to be won by identifying cream-covered celebs, with more digital fun to follow, including a competition to send in your Squirts and the City where people are encouraged to cheer up their own urban landscape with a smiley squirt of Anchor cream.
Says Anchor Squirty Cream spokesman, Ed Steele: “Consumer research has shown that our consumers love Anchor Squirty Cream and that’s what we want to shout about. The pack now has real stand out and reflects the fun and involving nature of the product The experiential gives us a great way to raise brand awareness and interact with consumers on a one-to-one basis and the new website has engaging and original content which will create affection for the brand.”
Anchor is the no. 1 Squirty Cream brand, worth £10.7m* with 52%* value share of the squirty cream market and 11%** penetration. Variants include Standard, Lighter and Extra Thick.
* Nielsen 52 w/ending 21/03/09
** TNS 52 w/ending 22/03/09
Cans per case – 12, Rrp – £1.78 – £1.89
Tel: 0845 600 6688