Allen’s stroke of good fortune with viral ‘brown snake’ radio campaign

Lolly brand Allen’s has been blessed by the good fortune of a free radio campaign that has repeatedly positioned its product in prime airtime for months.

The unpaid placement began a few months back when Stav, Abby and Matt from B105 Brisbane’s Hit Network breakfast show began lobbying for a lolly maker to produce a brown snake.

For the uninitiated, the Brisbane River is lovingly referred to as the Brown Snake by locals thanks to its less-than-sparkling hue.

After countless humorous segments, a groundswell of support from listeners and a bit of gentle lobbying from the show’s producers, Allen’s came to the party.

The brand, owned by Nestle, mocked up a couple of sample bags of its iconic Snakes product in three different flavours – coffee, chocolate and cola.

“B105 actually brought us the opportunity and we saw the potential to drive the story even further while having a little fun along the way,” Lauren Lecordier, senior corporate affairs manager – brand PR at Nestle, told Mumbrella.

“So, it’s been purely earned to date, driven by the Allen’s brand team and a little help from myself.”

Countless brand mentions during hours of programming on a top-rating network without spending a single red cent is a marketer’s dream.

It got even better last week when Prime Minister Anthony Albanese stopped by the breakfast studio while in the Queensland capital.

The hosts didn’t miss an opportunity to get the PM in on their snake game, with Albanese becoming the first person to taste the prototype lollies, in an Allen’s mention-heavy segment that went for four minutes.

“Who better to have a first nibble than Albo,” a spokesperson for the show said.

For the record, Albanese liked cola, thought coffee had a strong aftertaste, and was so-so about chocolate.

“Huge shout out to the B105 team, who saw the love Aussies have for our brand and have brought this campaign to life in so many weird and wonderful ways,” Lecordier said.

“There’s a little of the campaign still to run but it’s everything you could ask for in a fun, talkability earned campaign.”


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