" I needed a sound strategic head and Margaret brought that along with a heap of experience."
Simon Williams, Sales & Marketing Manager, Rainbow Confectionary Ltd.
Regina Lollies - Brand Relaunch
Launched August 2013
Rainbow Confectionery’s Regina brand was an original NZ confectionery brand first created in Oamaru in 1949. It had been missing from the market for over 20 years but research showed there was an opportunity to bring back all its expertise and history for Kiwis to enjoy.
Research showed how kiwis enjoy their lollies as a treat or reward - especially when they have had a tough day, or want to be reminded of simpler, happier times.
In relaunching this quintessentially New Zealand brand we saw the opportunity to give Kiwis something to smile about while introducing a whole new range of kiwi-centred lollies to help them lighten up and have some fun.
The campaign features three animated commercials that poked fun at various ''first world problems''.
BRAND IDEA: BRING A SMILE TO YOUR LIPS WITH REGINA
“ Margaret was involved in the project to launch Regina right from the start. I needed a sound strategic head and she brought that along with a heap of experience. Together we determined how we would compete in the confectionery market and then built the brand identity. Her sound thinking, research and ability to order my thoughts meant bringing the brand to life just flowed naturally. Margaret found me two great creative directors and we then created an exciting, distinctive and highly impactful set of TV ads which I am very proud of.”
Client: Simon Williams, Sales & Marketing Manager, Rainbow Confectionery Ltd
Strategic Planning & Campaign Co-Ordination: Margaret Whitten
Creative team: Jeneal Rohrback, Drew Ayers
Animation: Assembly Ltd
Packaging: Red Cactus
Digital: Salt Interactive
PR: Sally Elton
Media: Graham Small, Media Specialists
Campaign Elements: Brand logo, packaging, website, PR, 3 x 15 second TVCs, instore banners, social media