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Advertising Industry

Adams Plans Healthy Bite of Candy Aisle - advertising for BodySmarts fruit chews - Brief Article

Brandweek, Jan 8, 2001 by Mike Beirne

Pfizer's Adams division is poised to deliver the biggest bang seen yet in nutraceutical candy by pumping millions into the June launch of BodySmarts--a lineup of fruit chews fortified with calcium and vitamins A, C and E, and candy bars loaded with vitamins and minerals.

Adams wields an ad budget that would make BodySmarts the No.3 advertised candy brand to convince skeptical wholesalers and buyers to position the new product on candy shelves.

Support will include TV, radio and print ads, promotions and heavy sampling fueled by a budget likely to exceed $40 million, per trade sources.

Bates USA, New York, is agency of record.

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The top advertising spends in the confection category during 1999 belonged to M&Ms, $77.1 million; Snickers, $45 million; and Skittles, $21 million, per Competitive Media Reporting.

The BodySmarts lineup includes eight single-serve and hanging bag items such as chocolate peanut crunch bars and Strawberry Splash fruit juice. Prototype packaging featured blue sky clouds art, and touted taste and health benefits.

Based on wholesale prices, one distributor said the retail tag for single serve will be 89 cents and the hanging bags will sell for about $1.99.

"If you want to be a candy bar, you have to look like a candy bar," said a c-store buyer who saw a product presentation last year. "If you look like an energy bar, consumers will think you'll taste like an energy bar and to me [BodySmarts] looked like an energy bar. But they've made a lot of changes since then.

Adams reps will disclose more details to trade channels in the coming weeks. So far they are making it clear to customers that BodySmarts is positioned for the candy shelf.

Energy bars represent a $300 million category but Adams wants a piece of the larger confection arena. While some sources say the launch might fit better with energy bars, the hefty media budget could better pit it against products in the candy aisle.

Advertising Industry

Adams Plans Healthy Bite of Candy Aisle - advertising for BodySmarts fruit chews - Brief Article

Brandweek, Jan 8, 2001 by Mike Beirne

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