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Allen’s remixes flavours, hands decision-making to fans

Allen’s has launched a remixed flavour competition with three of Australia’s lollies, giving consumers the chance to decide what they want in the next limited edition packet.Allen's Pick and Remix

The social-driven ‘Pick and Remix’ campaign, created by J. Walter Thompson, shows three lollies playing in a playground and transforming colour as they change flavours.

The three new flavours include Allen’s Funny Teeth, with new crisp apple-mint, pineapple mint and vanilla mint choices, Allen’s Choc & Cream – a twist on Allen’s Strawberries & Cream, and Allen’s Ginger Cat – as opposed to Allen’s Black Cat.

The Funny Teeth and Choc & Cream products were unveiled at Allen’s first pop-up Lolly Bar, which ran in Sydney in the lead-up to Christmas.

The original idea for the which lolly goes solo was developed by the brand’s fans who would frequently call in to suggest flavours.

“In 2016, Peaches & Cream, Racing Cars and Black Cats went head-to-head as more than 22,000 Australians voted for their favourite. Peaches & Cream was the clear winner and the solo pack has proven so popular that the limited edition run has been extended indefinitely,” said Anna Stewart, head of marketing – confectionary at Nestlé Australia.

“This year, we wanted to get more creative so we came up with the idea of remixing three classic Allen’s lollies to create brand-new flavour combinations,” Stewart added.

Martin Brown, general manager of confectionary at Nestlé said the unique flavours will appeal to diverse taste preferences.

“Those who like crisp flavours will love the refreshing mint combinations of Funny Teeth, chocoholics will go crazy for Choc & Cream and Allen’s may prove that orange is the new black with sweet and spicy Ginger Cats,” said Brown.

“We’re handing creative control over to Australia and we can’t wait to see which remix wins the hearts of lolly lovers.”

The campaign will run across Facebook and will also include PR.

Australians can vote online until February 3, with a final choice to be announced on February 8. The selected lolly will be available exclusively in Woolworths from late March.

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