Swizzels – reaching an audience of 313million with 95th birthday celebrations

The campaign was a one off celebration for the Swizzels brand and its loyal fans, now and over the past 95 years. 

Previous campaigns we have worked on with Swizzels, such as Marvellous Mallows – Marvellous or Madness already had a product identity, which we weaved into the campaign identity. This campaign was different, it was all encompassing of the Swizzels brand and a number of their key products. 

To create a celebratory party atmosphere throughout we developed a bright and contrasting colour palette taking inspiration from key products such as Drumstick Lollies, Refreshers, and Double Lollies. Social content such as engaging quizzes, nostalgic imagery and competition entries used subtle confetti elements, nostalgic of parties, to add a sense of movement and celebration to static posts.

We amplified the Swizzles Super Fan competition with targeted press outreach, sharing press materials with journalists across a range of national and regional newspapers, lifestyle publications and industry press. 

The search for the Ultimate Swizzles Super Fan caught the attention of press and provided the Swizzles social media team with a bank of user-generated content they could re-share to further promote the competition. 

Alongside the consumer competition, we outreached a retail focused campaign to find the ‘Ultimate Swizzles Retailer’ with the lucky retailer winning £1K. The retail campaign was picked up by a number of relevant retail industry press.

To further celebrate this milestone birthday Swizzles collaborated with independent tea company Bird & Blend to launch an exciting new range of tea blends based on the iconic tastes of Parma Violets, Love Hearts, Drumsticks and Refreshers. 

The tea was sold online on the Swizzels and Bird & Blend websites, and in all Bird & Blend stores across the UK as well as being stocked online and instore in Selfridges. 

We worked with the Bird & Blend PR team to outreach the collaboration to press. The collaboration sparked a huge amount of press interest and gained coverage in 75 publications across online and print including national press coverage in The Daily Mail, Daily Mirror and Daily Express and lifestyle coverage in the Metro, MSN and Chat Magazine. The collaboration also gained a wide-range of regional print coverage and featured in industry publications including The Grocer, Talking Retail and Retail Times.

To further support the Super Fan competition, we delivered Paid Social consultancy primarily focusing on Facebook as the key channel. Leveraging our expertise in digital marketing we crafted a tailored approach to maximise the competition’s visibility and engagement with the aim to generate as many entries as possible.

Through targeted audience analysis, optimised ad placements, and compelling creative strategies, we successfully enhanced the reach and impact of the competition, driving increased participation and interaction. Our data-driven insights and meticulous campaign management played a pivotal role in elevating the competition’s online presence, ultimately contributing to its success.