British sweet maker Swizzels has unveiled its brand-new TV advert as part of a wider integrated campaign to showcase the Squashies range and drive sales.
As the No.1 sugar confectionery brand in the market*, Swizzels continues to invest in Squashies.
The campaign will run throughout the summer, with the 20-second advert airing across ITV, Channel 4, Sky, Prime Video and Disney Plus and is expected to reach more than 60 million viewers.
Inspired by Squashies’ unique soft and foamy texture, the light-hearted advert encourages viewers to ‘See the Squashies Side of Life’ and squash day-to-day interactions that might otherwise dampen the mood.
Produced by THG Ingenuity and MightyGiant, the advert has two versions. The first will air before 9pm and feature HFSS-compliant recipes Squashies Tropical and Sour Shooting Stars, with the second, post- 9 pm version, highlighting Squashies Original Raspberry & Milk and showcasing more of the range.
Swizzels is also taking its branded Squashies van on the road this summer, sampling its latest flavour, Squashies Cherry Cola, recently launched in a PMP format for the convenience market.
The Squashies van will visit events including the Commonwealth Games and Boardmasters Festival, alongside city centres and trade events across the UK, to raise awareness of the most recent addition to the Squashies range.
The Squashies campaign is supported by extensive social media and PR activity, further amplifying awareness of the brand and helping to drive summer sales.
Clare Lynch, senior brand manager at Swizzels, said: “In this new campaign we wanted to capture the fun, feel-good nature of the Squashies brand and the unique soft texture, ‘squashing’ a world that can take itself a little too seriously.
“The Squashies range continues to be a huge hit with consumers, and we hope that the TV advert, alongside sampling, social media and PR activity, will encourage shoppers into stores to pick up a summer treat or try a new Squashies flavour.”
Since the invention of Squashies in 2012, Swizzels has consistently added new flavours and formats to the range to support retailers in offering shoppers something new. The sweet maker has opened a second factory to cater to demand as the brand continues to grow.
*Source: Circana, Sugar Confectionery category, data to 07.06.26
