Rowntree's Randoms, which includes sweets in a variety of textures and flavours, launches later this month with the strapline 'Let your random side out' and will be targeted at young adults.
The marketing campaign will include a TV ad campaign created by JWT and a digital drive handled by Greenroom Digital, as well as outdoor and in-store marketing.
Nestle may also promote the brand through social media channels, such as MySpace.
The PR element of the campaign will be handled by Frank PR.
This article was first published on marketingmagazine.co.uk