Bounce looks to show nothing will be ‘the new black’ with ‘Love, Loss, and What I Wore’ partnership
CINCINNATI — Fabric softener brand Bounce has teamed up with a hit Off-Broadway show to underscore the role of black clothing in a woman’s wardrobe.
Through its partnership with "Love, Loss, and What I Wore," Bounce will engage women across the country in a conversation about what black clothing means to them and how it helps them to look and feel their best. The partnership is based on the idea that “nothing will ever be the new black,” a line said in the play.
As part of the alliance, Bounce will follow the show on its national tour and will host opening night events in New York, Charlotte and Detroit. Attendees to all shows will receive samples of the Bounce Dryer Bar so they can try the product on their own black clothing to see how it helps repel lint and hair. What’s more, people can learn more about Bounce and "Love, Loss, and What I Wore" on the Bounce Facebook page with exclusive footage from the show, never-before-seen interviews with the cast and stories from the audience about their experiences with black clothing.
“Women everywhere can relate to the funny and poignant stories from ‘Love, Loss, and What I Wore’ about clothing and the memories they trigger, and black clothing in particular,” Bounce brand manager Charlene Butcher said. “In partnering with the show we want to express the integral role of black clothing in a woman’s wardrobe and share the best tips and tricks to keep it looking even more brilliant, particularly using Bounce to help repel hair and lint.”
Added benefits stick with consumers
Gum sales might not be soaring at the rate they once were, but industry experts say there’s still steam left in the category. Functional gums may become a bigger part of the category. Wrigley and Trident both introduced gums with benefits. Wrigley’s relaunched Extra Ice brand is positioned as having oral benefits, and Cadbury’s Trident Vitality contains vitamin C. Kraft also launched a Stride flavor, Whitemint, featuring Olympic snowboarder Shaun White.
The article above is part of the DSN Category Review Series. For the complete Gum Sell-Through Report, including extensive charts, data and more analysis, click here.
Consumers willing to pony up for candy
Candy is a powerhouse category for the drug channel. Candy and gum represent more than 6% of center-store sales, according to the National Confectioners Association, and contribute $3 billion annually to the channel.
Chocolate, which has been a strong category, is experiencing sales deceleration since manufacturers and retailers have passed higher production costs onto consumers.
For the 52 weeks ended Oct. 30, 2011, sales of chocolate candy were up 4.8%, according to Jenn Ellek, a spokeswoman for the National Confectioners Association. “That’s half of the sales increase the category posted a year ago,” she said. Ellek also said the drug channel saw the strongest sales in the segment.
While manufacturers have put the brakes on limited editions, key brands continue to introduce extensions that boost category sales. Mars Chocolate North America recently introduced new flavor extensions to its M&M and Dove brands.
In the drug channel, Ellek said sales of individual candy bars were up 17% for the same time period, while king size bars also saw strong movement. “The increases are probably due to promotion,” she said. CVS has been running a buy-two-get-one-free candy bar promotion for months.
Sales of licorice also have been strong. “There’s been a lot of innovation in the category,” Ellek said. “British-style licorice and Australian-style licorice have become popular with consumers, and all-natural and organic licorice is a growing segment. The category isn’t just Twizzlers anymore.”
Novelty candy, both in chocolate and nonchocolate, also is a perennial growth segment. “That’s where the real innovation is happening,” Ellek said. She said consumers, while deferring on large purchases, still are willing to pony up for smaller indulgences.
Evergreen licenses are strong in novelty. This year CandyRific has a number of new “Star Wars” products, including M&M’S brand Star Wars character flashlights with clip.
The article above is part of the DSN Category Review Series. For the complete Candy Buy-In Report, including extensive charts, data and more analysis, click here.