The September relaunch will be backed by a £5m campaign. The product's blue and silver packaging has been replaced by red and gold, designed to be more glamorous and to give the brand a premium positioning.
A number of pack formats will be launched simultaneously. These include a two-piece impulse pack for 49p, six chocolates for £1.39 and a large gift box containing 18 chocolates for £3.99.
Nestle Rowntree sales communications manager Graham Walker said Baci is expected to be the 'biggest confectionery launch of 2004' and that the brand was hoping to cash in on the boxed single-flavours category, which has grown 4% ahead of the total confectionery gifting category.
TV advertising featuring the strapline 'It's not the chocolate that melts' will break in October. It is the first creative work for the brand from ad agency Lowe since it won the account following a two-way pitch against J Walter Thompson last November (Marketing, 20 November 2003).
There was no incumbent agency and the brand has not been significantly supported in recent years.
Other marketing activity includes Nestle's biggest range of point-of-sale material for a single brand, which will place Baci in areas of interest such as alongside women's magazines. It will target 30- to 45-year-olds with families.
Baci chocolates consist of a hazelnut wrapped in praline in a wafer cup, covered in a mix of milk and dark chocolate. Each chocolate contains a love message printed inside the foil.
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