The Sugar Puffs Honey Monster is back as part of a £3m marketing push to promote honey's health credentials and establish the ailing brand as a better-for-you option.
The iconic brand ambassador will mak e his first on-pack appearance for years to help flag up the cereal's honey content and highlight Hive Action, a year-long campaign to raise money for beehives in Africa.
At the same time, press advertising in women's health titles aims to position the brand for dieters and families. GDA information has been added to the front of packs.
"The press campaign is intended to reach mums in a more surprising environment for Sugar Puffs," said marketing director Paula Moss. "Few women are aware that Sugar Puffs contains only 114 calories and 0.5g of fat per 30g serving, bringing it well into line with other cereals more commonly associated with diets and healthy living."
The bid to broaden the brand's appeal comes in the wake of Ofcom restrictions on advertising to children, but Moss insisted Sugar Puffs had never targeted children intentionally.
"Sugar Puffs is a good meal choice for breakfast, not just for children but for all the family," she said. "Our research shows two thirds of Sugar Puffs consumers are adult householders. This fact alone is the primary driver of the advertising strategy for 2007 and was put in place prior to the Ofcom ruling."
Sales of Sugar Puffs, which the Big Bear group acquired from PepsiCo last year, dipped 5.9% in the 52 weeks to 7 October 2006, according to ACNielsen but Moss predicted the £20.5m brand would generate double-digit growth this year on the back of the campaign and would be "at least 50% bigger in three years".
Hive Action, developed in conjunction with charity Hives Saves Lives, features pop star Liz McClarnon and wildlife TV presenter Ben Fogle alongside Honey Monster and includes school-based projects. The aim is to buy beehives to provide people in Uganda with both a source of food and a livelihood.
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