Swizzels pushes Squashies range in new TV ad campaign

22 July 2026

Campaign set to drive up sales for Squashies variants

A still image from the 'See the Squashies side of life' ad campaign for Swizzels with a woman walking down a street with inflatable characters near her. Packs of Swizzels Squashies variants are also included in the imagery. — British confectionery firm Swizzels has rolled out a new marketing campaign around its Squashies variants in a bid to drive up awareness for the range.

BRITISH confectionery firm Swizzels has unveiled a new TV ad marketing campaign for its Squashies range aiming to drive up sales across the popular sweets brand.

The campaign is set to run throughout the summer months with a 20-second TV ad airing across ITV, Channel 4, Sky, Prime Video and Disney Plus. Through this, Swizzels estimates it will reach more than 60million viewers.

Inspired by Squashies’ soft and foamy texture, the creative encourages consumers to ‘See the Squashies Side of Life’ and squash those everyday moments that would otherwise ruin a shoppers’ day. This includes an argument arising from an accident or receiving a parking ticket.

The ad has been produced by Ingenuity and MightyGiant and features two different versions of the ad. One will air before 9pm and features Swizzels’ HFSS-compliant Squashies packs with Squashies Tropical and Shooting Stars. The second advert, which airs after 9pm, highlights the Squashies Original Raspberry & Milk as well as the rest of the range.

In addition to this, Swizzels has said it will take its Squashies van out on the road this summer to deliver more experiential opportunities for consumers and champion its Squashies Cherry Cola variant.

The van is set to visit Glasgow for the Commonwealth Games as well as Boardmasters Festival down south to tap into the major consumer events and drive up awareness for the range and tap into the popularity of the Cherry Cola variant. Additionally, the road trip will seek to raise awareness for the new PMP format of the flavour.

The Squashies campaign will also be supported wider through an extensive social media presence and PR activity.

Clare Lynch, senior brand manager at Swizzels, said: “In this new campaign we wanted to capture the fun, feel-good nature of the Squashies brand and the unique soft texture, ‘squashing’ a world that can take itself a little too seriously.

“The Squashies range continues to be a huge hit with consumers, and we hope that the TV advert, alongside sampling, social media and PR activity, will encourage shoppers into stores to pick up a summer treat or try a new Squashies flavour.”