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.

Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.

SUBSCRIBE

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now
Why Cosabella replaced its agency with AI and will never go back to humans
Shares0
Share

1 Why Cosabella replaced its agency with AI and will never go back to humans

In October, lingerie retailer Cosabella replaced its digital agency with an AI platform named "Albert". Since then it has more than tripled its ROI and increased its customer base by 30%.

Just published

More