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Mega sour candy range Brain Blasterz gets social

Friday August 1, 2014 at 9:43am
Character confectionery company Bon Bon Buddies is promoting its sour candy range, Brain Blasterz, with a social media campaign and competition. Fans are being encouraged to ‘Get Sour Now!’ and share a photo or video of their ‘sour face’ thanks to a new for the chance to win prizes including PlayStation 4 consoles, iTunes vouchers and festival tickets. The campaign is being rolled out across a number of social media channels, including Facebook, Twitter and Instagram. It aims to drive awareness of the brand and engagement online, asking consumers to share a #SourFaceSelfie through social media or submit one to the Brain Blasterz website. Winners will be chosen at random and entries are being taken until 5th September 2014. Bon Bon Buddies is a major European manufacturer of licensed candy products; Barin Blasterz, launched in 2011, was its first in-house brand. It is now sold in more than 20 countries across Europe and the Middle East. Bon Bon Buddies has since developed two more own-brand ranges, space-themed Nanobytes in 2013 and, in January 2014, The Bon Bon Buddies. Own-brand products now account for 4% of the company’s business. Chris Howarth, managing director of Blackwood-based Bon Bon Buddies, says: “We’re very proud of our Brain Blasterz brand. The face of the brand, ‘Brainz’, has already created a community feel online encouraging consumers to get involved with the challenge of eating the mega sour sweets. The new campaign aims to really drive the personality of the brand, making more and more people connect with it as well as creating a buzz around the products.” Aimed at consumers aged eight to 13 years old, Brain Blasterz has a strong presence across Europe and the Middle East, including the UK, the Nordics and UAE. Total annual sales for the brand in 2013-2014 were up 14% year-on-year in the UK, and 142% year-on-year in Finland, a particularly strong territory for Brain Blasterz.
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