I love what Allens is doing this Christmas with their pop-up shops in some capital cities. I saw their Sydney pop-up a couple of weeks ago at Westfield in the centre of the city. They are getting people to pay over the odds for jars of personally selected lollies with a personalised name sticker. It is a very smart marketing move recasting the image of the Allens products.
What Allens is doing is recasting their image and driving appeal with a a broader pool of customers. Its is a smart move. Just about any business can do this.