Galaxy to revive 'silk' strapline after 11 years

Galaxy is set to reintroduce its classic 'Why have cotton when you can have silk' strapline to future marketing activity, alongside plans to boost its online presence.

Galaxy: reviving 'Why have cotton when you can have silk' line
Galaxy: reviving 'Why have cotton when you can have silk' line

Brand owner Mars recently registered the line as a trademark, having last used it in its advertising more than a decade ago. It was first employed  in 1987, but dropped in 2000.

Mars is also holding a pitch to find a digital agency for the Galaxy brand. Although it has a sizeable Facebook following, the brand has undertaken little digital advertising, compared with sister brand Skittles, for example.

Galaxy is currently supporting an on-pack promotion, ‘One million moments to treat yourself’, on its brand website and Facebook page.

Last year, Mars appointed former Kraft marketer Michael Magee to its top UK marketing role, overseeing its chocolate portfolio, which also includes Maltesers and Mars.

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Brands that forge an emotional tie are best protected from copycats
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1 Brands that forge an emotional tie are best protected from copycats

Forging an emotional tie with consumers is one of the strongest ways to protect your brand. Products can be copycatted, but the distinctive identity of a true brand can never be replicated argues Nir Wegrzyn, CEO of BrandOpus.

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