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MARKETING MIX HI-CHEW SUPPORTS SALES WITH EXPANDED CAMPAIGN Morinaga Asia Pacific has launched an expanded marketing campaign to support retail sales of Hi-Chew fruit chews in Australia and New Zealand. In recent months, Hi-Chew has been running a test campaign focused on social media, including Facebook and Instagram. Featuring the new slogan ‘Fortune Flavours the Bold’, the trial program has raised both awareness and sales, especially among Hi-Chew's core 18-29 age target. The centrepiece of the expanded campaign is a new 30-second HD animated video, which is described as a “humorous take” on the sport of sumo entitled ‘Fruit Wrestling’. The campaign also features a new brand ambassador, Sachiyo Yamada, a Japanese woman who was selected to play for Australia's national lacrosse team in 2017, winning a bronze medal at the World Games. Hi-Chew's “ramped-up” campaign is scheduled to run through the end of October. “Hi-Chew is making a major commitment to both the Australia and New Zealand markets,” Morinaga Asia Pacific Co Managing Director Terry Kawabe said. “Our candy is the best-selling soft candy in Japan, and sales have more than tripled in the US over the past five years. We plan to do whatever it takes to achieve the same success here.” P&G LAUNCHES NATIONAL RECYCLING PROGRAM FOR RAZORS Procter & Gamble (P&G) brands Gillette and Venus have joined forces with TerraCycle to launch a free national recycling program for all brands of razors and their packaging. A “first-of-its-kind” program in Australia, shavers can now collect and ship all their disposable and refillable razors, blade cartridges and plastic packaging to TerraCycle, who will turn them into new products. While technically recyclable, the metal and plastic components of razors are said to be time consuming to separate and sort, meaning they usually end up in landfill. But now, thanks to the new Gillette Razor Recycling Program from Gillette and Venus, any household, community organisation, business or individual can sign up to recycle these items as well as raise money for the school, sports club, or charity of their choosing. P&G Australia Communications Director Claudia Manuel says the company is proud to introduce this new recycling solution as part of its ongoing commitment to environmental sustainability. “At P&G, our ambition is to be a force for good and that includes offering consumers more sustainable solutions,” she said. “We are thrilled to partner with TerraCycle on this initiative to make all brands of razors and packaging – not just our Gillette and Venus products – recyclable in Australia for the first time.” TerraCycle Australia and New Zealand General Manager Jean Bailliard says he expects that this will be one of TerraCycle’s most popular recycling initiatives to date. “We expect there are many Australians who will be very keen to start collecting and returning their razor blades and packaging so they can be recycled, rather than placing them in landfill,” he said. “Later in the year once normal routines commence, we will also be encouraging community participation through sports clubs, gyms and our existing community networks to increase the volume of collections even further.” In addition to the partnership, Gillette has launched new TerraCycle packs in Coles and Woolworths, including the Fusion5, Fusion 5 ProGlide and SkinGuard razors. These packs are in an all-new cardboard box and are claimed to be 100 per cent recyclable. 28 CONVENIENCE WORLD JUL/AUG, 2020