The Challenge

SOCIETY led a PR plan for the launch of Menz’s new Violet Crumble flavour, ‘Raspberry Twist.’ We were tasked to shatter the media landscape and amplify awareness of the new product amongst Australian consumers.

The Solution

With many new chocolate and FMCG launches hitting the market each week, we knew we had to focus on brand truths to achieve cut through. We created a national press office using established media contacts and partnered it with strategic gifting to generate hype and create headlines that capture the attention of Australians consumers. We leaned on Violet Crumble nostalgia and the exciting new ‘twist’ element to encourage coverage. A strategic gifting approach focused on the brand’s tagline, ‘it’s the way it shatters that matters’ by producing ‘exploding’ gift boxes. Through warning recipients to ‘capture’ the surprise when opened, it allowed for engaging social media content. Inside contained the new product and hype was created across social media by carefully selecting relevant influencers and media.

The Response

The news of the Violet Crumble Raspberry Twist shattered coverage with a total of 35 pieces of earned coverage achieved through the national pitching of a release, totalling to a reach of 32.36M. Gifting was well received with a gifting rate of 59% totalling to 46 pieces of content being created and shared online. Notable shares included Adele Barbaro, Nick Vavitis, Yahoo Lifestyle and Rhonda Burchmore with a total gifting reach of 2.1M.