Soft sell on telly

Still from Softies TV advert with sweets and two bears

SOFTIES have been popping up on the small screen as part of parent firm Tangerine Confectionery’s ongoing £1m marketing investment in its branded sugar portfolio.

The TV advertising campaign turns the spotlight on the brand’s new Fruit Salad Sour Softies as well as showcasing the revamped retro Fruit Salad and Refreshers Softies.

The ad has been appearing across channels including Sky 1, ITV 2, Dave, E4, Comedy Central and Drama, taking up prime-time slots on programmes such as Coronation Street, and CSI: New York.

Tangerine’s seven-figure marketing investment in its Softies brand follows the launch of Fruit Salad Sours in May, a move which the firm reckons taps into an ongoing sour flavour trend.

Russell Tanner, marketing and category director at Tangerine confectionery, said: “Confectionery is uniquely placed to cater for all the family, even sweets typically associated with childhood still play an important role for adults.”

Tanner added that research conducted by Tangerine has shown a trend among consumers which sees adults looking to recapture their childhood, with confectionery playing a key role.

“As manufacturers of some of the nation’s best-loved confectionery brands, the research didn’t surprise us – we knew the compelling power of sweets for transporting us back in time.”