Asembl Launches Menz Violet Crumble x AllKinds Personal Care Collab
Food and beverage brand moves into personal care with new collaboration.
February 28, 2024
Brand extension agency, Asembl, has launched Menz Violet Crumble into the personal care category for the first time with a collaboration with Allkinds.
Now in Allkinds stores across Australia and online ahead of Easter, the limited-edition collection brings together the honeycomb appeal of Violet Crumble with Allkinds personal care. The bath and body flavored range includes a Violet Crumble Whipped Shower Foam, Violet Crumble Jelly Wash, Violet Crumble Lip Saver, Violet Crumble Lip Glow and a Violet Crumble Happy Lips Set.
“We are beyond thrilled to collaborate with Allkinds on their Violet Crumble-inspired Easter range of personal care products,” says Polly Love, national marketing and licensing manager, Menz Confectionery. “This fun new take on the Aussie icon is a choccy lover’s dream. Allkinds have nailed the shattering deliciousness of the Violet Crumble experience. We are excited to get the Violet Crumble brand into new products and channels, introducing a new audience to one of Australia’s oldest and most loved treats.”
Violet Crumble’s launch into Allkinds will be supported extensively in-store and digitally with in-store point of sale, including window and front table displays, a Violet Crumble chocolate honeycomb ball gift with purchase and a comprehensive social and influencer campaign.
“What’s better than getting chocolate for Easter – we know,” says Justin Watson, managing director, Asembl. “We are pleased to be launching Violet Crumble into the personal care category for the first time with Allkinds – featuring a range of all of Allkinds favorite products, including whipped shower foam, jelly wash and a lip saver … it is so good the bees are jealous!”
The line is available now.
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