Sweet triumph for PR firm
SADDLEWORTH-based Pelican PR has created what is thought to be the world’s first edible advert to help re-launch a sweet favourite.
The advertisement for sherbert/liquorice dip combo Sherbert Fountain comes on the back of an announcement by its manufacturer Blackpool-based Tangerine Confectionery that it was modernising the packaging of the iconic brand.
Dubbed the ‘Dabvert’, the 2.5 metre long giant version of the pack allowed hundreds of London commuters to sample the product and give comment on the re-branding.
The unusual advert was designed in record time by the food and drink PR specialist after overwhelming media and consumer response to the introduction of a new packaging format for the sticky treat, which has been around since 1925.
The sweet’s new look features a re-sealable tube and new outer casing.
Pelican managing director Michael Bennett said: “We needed to demonstrate to consumers that whilst Tangerine has modernised the pack, the famous Sherbet Fountain combination of liquorice stick and sherbet remains the same, what could be better than letting their taste buds decide.”
Maintaining its fizzy sweet flavour, Sherbet Fountain is now made from 100% natural colours and flavours.
The product has no added salt contains no fat and is gluten free. Now Halal approved Sherbet Fountain is also suitable for vegetarians. It contains just 90 kcal, the same calorie count as a banana.
Helen Sears, group marketing manager of Tangerine Confectionery, said: “Sherbet Fountain was launched more than 80 years ago and many people will remember it as a favourite from their childhood.
“But in order for the product to be here for another 80 years we knew that it needed to appeal to new a generation.”
