SYDNEY: Arnott's is relaunching the Wagon Wheel with a campaign challenging consumers to reinvent the chocolate snack.
The 'Random but Right' campaign, created by George Patterson Y&R Sydney, runs across outdoor, print, point-of-sale, online and social media.
Arnotts group marketing manager of chocolate, Nicole Stanners, said: "We discovered that today’s 20-somethings have a strong connection to the brand from their childhood, so we are taking the opportunity to reignite their passion in a way that is really relevant."
GPY&R Sydney planning director, Moensie Rossier, said: “We noted the propensity for young people to rediscover the past and make old-school things cool again.
“This revival is apparent, for instance, in the return of Dunlop Volleys and the renewed cachet of vinyl records. In today’s web 3.0, iPad, five-dollar-flavoured-water obsessed culture, consumers are always looking for innovation."