Saturday, April 13, 2024

Violet Crumble enters personal care category

Brand extension agency Asembl has launched Violet Crumble into the personal care category for the first time, collaborating with Allkinds.

Bringing together the iconic honeycomb appeal of Violet Crumble with Allkinds personal care expertise, the choc honeycomb bath and body flavoured range includes:

  • Violet Crumble Whipped Shower Foam
  • Violet Crumble Jelly Wash
  • Violet Crumble Lip Saver
  • Violet Crumble Lip Glow
  • Violet Crumble Happy Lips Set

“We’re beyond thrilled to collaborate with Allkinds on their Violet Crumble inspired Easter range of personal care products,” says Menz National Marketing and Licensing Manager Polly Love.

“This fun new take on the Aussie icon is a choccy lover’s dream! Allkinds have nailed the shattering deliciousness of the Violet Crumble experience. We’re excited to get the Violet Crumble brand into new products and channels, introducing a new audience to one of Australia’s oldest and most loved treats.”

The range, available at Allkinds, will be supported “extensively” in-store and digitally with in-store POS including window and front table displays, a Violet Crumble choc honeycomb ball gift with purchase and a “comprehensive” social and influencer campaign.

Last week, Violet Crumble announced the launch of Violet Crumble Mint Cubes, promoted as offering a “deliciously cool, mouth-watering take on the honeycomb confectionery classic”.

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