Ptarmigan will spearhead a push to relaunch the confectionery as 'wicked, mischievous and playful'.
The established brand slogan 'Do you love someone enough to give them your last Rolo'? has been ditched in favour of a comms push based around the slogan 'Discover the power of the last Rolo'.
The account, understood to carry fees of more than £150,000 a year, was won after a two-way pitch against Hill & Knowlton.
Senior consultant at Ptarmigan Cat Saycell heads the four-strong account team, which will begin formally working on the brief from January 2003 in preparation for a Valentine's Day PR drive. A new ad campaign produced by J Walter Thompson is expected to launch in April 2003.
Saycell says that while the old Rolo slogan was increasingly seen as passive, the new campaign aimed to be more contemporary and would target 'fun-loving 25-year-old women who love shopping, socialising and gossiping' as well as teenagers.
The agency has developed a campaign - still under wraps - which aims to maximise the 'playful interaction between the sexes', and is planning a high street events campaign.
As well as an ad campaign, the relaunch will feature the Valentine's Big Boy (a giant- sized single Rolo in a special Valentine's Day gift box), and smaller Little Rolos.
Ptarmigan is already on Nestle's agency roster, and also handles PR for several of its other confectionery brands.