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In an effort to boost consumer awareness of its flavor varieties, the Pop Rocks brand will offer samples, take part in promotions and sponsorships, and enhance its social media activity in the coming year.
“We are working on a number of consumer engagement marketing activities this year,” said Dotty Escola, CEO of Atlanta, Ga.-based Pop Rocks. “These efforts will drive greater brand awareness and stimulate trial among all Pop Rocks flavor varieties.”
One such promotion features a Pop Rocks recipe book, complete with information on how to throw a pop-rocking party, teaming up Pop Rocks with pop rock bands, and concert sampling for the younger age group.
“Consumers are very familiar with our traditional flavors,” said Armando Carrillo, Pop Rocks’ SVP. “Through a variety of brand exposure opportunities, consumer awareness of our full line will bring new attention and excitement to the category.”
Pop Rocks’ flavor varieties include Bubble Gum, Strawberry, Tropical Punch, Blue Razz and Green Apple, among others.