GALAXY partners (RED) for anti-AIDS campaign
Wednesday September 3, 2014 at 1:03pm
GALAXY, the Mars-owned chocolate brand, is launching three special edition celebrity-inspired chocolate bars as part of a new partnership with anti-AIDS charity (RED). The partnership is raising money to help prevent transmission of HIV from mothers to their babies in Africa. 5p from special edition packs and any other red-flashed (GALAXY) RED products will go to the charity. Mollie King, member of girl-group The Saturdays, Alesha Dixon, music and TV personality, and Victoria Pendleton, World and Olympic cycling champion have inspired the designs for the three personalised special edition 114g packs of GALAXY Milk, GALAXY Honeycomb and GALAXY Cookie Crumble. GALAXY will support the partnership through a marketing campaign, including adverts, online video advertising and outdoor posters. A social and PR campaign will also drive consumer demand by showcasing the celebrities’ experiences when they visited Africa to meet AIDS activists and saw the impact of life-saving medication, which costs as little as 25p per day. Mars will also be providing retailers with POS materials to maximise the partnership, including wobblers and freestanding display units featuring the celebrities. Tony Lorman, retail excellence director at Mars, says: “We are extremely proud to have the GALAXY brand partner with (RED) to support the goal of an AIDS Free Generation. From teenagers to mothers, our celebrity ambassadors have a very broad appeal, so we are urging retailers to stock up and use the available POS to drive consumers to buy the exclusive packs.” In August 2013, the iconic GALAXY brand was relaunched with a new packaging design and the reintroduction of its classic strap-line ‘why have cotton when you can have silk?’ GALAXY is the UK’s number two chocolate brand and is continuing to grow sales within the confectionery category, having grown significantly and doubling in the last 10 years.