Bags of Liquorice Allsorts are getting a new celebrity endorsement by a character specially created by sweet giant Cadbury to partner its popular liquorice logo Bertie Bassett.
Betty Bassett will be the face of a new line of red liquorice Bassett's Allsorts, which Cadbury is launching as a way to bolster flagging sales in its traditional variety.
The launch is backed up by media advertising, nationwide sampling and PR, including an online campaign, in a bid to build public excitement towards Betty's introduction.
The Allsorts range has seen a gradual decline in sales, so Cadbury decided to give the brand a makeover by axing its Fruit Allsorts line and replacing it with a red liquorice version fronted by Betty.
If a popular product such as Liquorice Allsorts is allowed to drift too far from the minds of the buying public it will inevitably lose market share and will need a new way of injecting interest in the brand.
The idea may be simple, but this is an effective way to get people talking about the product again and ultimately buying it.
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