Mars Confectionery is further extending its Galaxy brand with a new indulgent countline, Galaxy Liaison. The new bar, which has Galaxy chocolate on the outside and praline in the centre, will be backed by a £3m marketing campaign which kicks off this month. Mars sees sampling as key to spreading the Galaxy Liaison word ­ 60,000 samples will be distributed ­ and hopes to capitalise on the once tried, must buy' factor. Mars has already had success with the launch of the Galaxy Silk Collection boxed chocolates and aims to replicate this success with this countline extension ­ though it is up against recent prominent launches such as Kinder Bueno from Ferrero. It recommends positioning Galaxy Liaison beside other indulgent bars such as Galaxy or Caramel and is providing PoS support and promotional material for retailers. Off-shelf support including gump bins and display units are also available. (Rsp: 35p). {{MARKETING - P&P }}

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