The 'Join the Daily Giggle' promotion will invite consumers to text the brand and register an interest in the promotion. In return they will receive the comment, which Maltesers said, 'would be guarranteed to make them giggle'.
Consumers will also receive a second text with a WAP link offering downloads of different giggles as ringtones. , runs alone, launches on April 20 and runs for four weeks.
It will be supported by £1m marketing campaign including TV and press advertising. There will also be a substantial in-store presence.
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