r sweets are being encouraged to ‘Get Sour Now!’ and share a photo or video of their ‘sour face’ thanks to a new social media campaign for Bon Bon Buddies’ own-brand sour candy range.Brain Blasterz was the first own-brand range to be developed by Europe’s leading licensed character confectionary company, Bon Bon Buddies, and, since its launch in 2011, it is now sold in more than 20 countries across Europe and the Middle East.
Initially Brain Blasterz was launched to the market with the mega sour ‘Candy Container’ but, following its popularity, the range has been expanded to 16 products available in a variety of flavours.
The campaign is being rolled out across a number of social media channels, including Facebook, Twitter and Instagram.
It aims to drive awareness of the brand and engagement online, asking consumers to share a #SourFaceSelfie.
Chris Howarth, managing director of Blackwood-based Bon Bon Buddies, said:
“We’re very proud of our Brain Blasterz brand.
“The face of the brand, ‘Brainz’, has already created a community feel online encouraging consumers to get involved with the challenge of eating the mega sour sweets.
“The new campaign aims to drive the personality of the brand, making more and more people connect with it as well as creating a buzz around the products.
“We want to inspire our customers to not only buy Brain Blasterz, but share their experience of eating the mega sour treats.”
A competition is running throughout the duration of the campaign, and winners will be chosen based on the best ‘sour faces’ shared through social media or submitted via the Brain Blasterz website.
Competition prizes include three PlayStation 4 consoles, iTunes vouchers and festival tickets, and entries are being taken until 5th September 2014.
Aimed at consumers aged eight to 13 years old, Brain Blasterz has a presence across Europe and the Middle East, including the UK, the Nordics and UAE.
Total annual sales for the brand in 2013-2014 were up 14% year-on-year in the UK, and 142% year-on-year in Finland, a particularly strong territory for Brain Blasterz.
Mr Howarth said: “We saw an opportunity to create a new exciting brand for kids, having seen the growth in popularity of sour confectionery.
“Our understanding of the market, existing relationships and sourcing capabilities enabled us to move quickly to build a strong position in the category.”
Brain Blasterz are available from wholesalers and convenience stores, as well as a number of Tesco, Morrisons and Wilkinsons stores.
