• Ad Age, Wednesday, February 14, 2007 11:30 AM

Russell Stover candy--long a favorite of the geriatric set--is attempting to update its image with more-sophisticated lines (Urban, Private Reserve), upscale flavors (vanillabean brûlée), trendy packaging (red, alligator-skin-clad hearts) and a new marketing push.

Although the marketer--which also owns the Whitman's brand--dominates the box-chocolate category, Russell Stover sales fell 4% last year to $93 million, and Whitman's sales dropped 12% to $41 million. Meanwhile, Lindt and Ghirardelli -- each with less than $5 million in sales in the segment -- skyrocketed 87% and 244% respectively, according to Information Resources Inc.

Russell Stover will use extensive TV advertising to launch the lines, which will come in trendy roll-top bags, says John O'Hare, marketing director for Russell Stover. It is still looking at how best to reach its hipper target. A viral e-mail campaign is under way for Valentine's Day (unrelated to the new products), and O'Hare says he imagines the Internet will play a part in introducing the lines.

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