The aim is to create a brand of sweets that the adult public feels able to buy and consume without feeling ashamed. A public that is not resigned to the fact that sweets are considered to be children's products.
Zig a Zig refers to the chorus of the Spice Girls' song Wannabe: "I really, really, really, really, wanna zig-a-zig ah". Part of an almost girl power anthem that was number one worldwide more than 20 years ago and the men and women of our Target will surely recognise it perfectly.