I have mixed views about the news that the Mars-owned Revels is to hold a Big Brother-style eviction, voted by the public, for one of the six flavours of sweets.
On the one hand I can see it is an imaginative campaign from agency AMV BBDO, making good use of popular culture and social media to capture imaginations.
It will also raise brand awareness for one of those packets of sweets that has been around for ages, but often get bought as an after-thought if they catch our eye on the shop counter or vending machine.
But, to be honest, I wouldn’t want to see any of the six flavours – chocolate, raisin, coffee, Malteser, caramel and orange – evicted from my packet of Revels.
I know most will have one flavour they dislike, but I genuinely enjoy all six.
It might be time to start hoarding packets of Revels.