June 25th, 2012
Nestle Crunch Breaks Campaign for Girl Scout Candy Bars
Nestle Crunch’s first TV campaign in five years begins today for its just-launched Nestle Crunch Girl Scout candy bars.
The co-branded bars hit retail shelves on June 1 and are already popular with consumers—a pre-sale Facebook fan promotion in May sold out in less than 24 hours. But Nestle chose to break its traditional digital- and print-media advertising strategy and use TV to build faster recognition and sales.
“The fact that the bars are only available for a limited time meant we had to drive awareness very quickly,” said Cherry Joh, marketing manager at Nestle. The ad campaign, created by Dailey, Los Angeles, will run through August, and bars will be sold through September while supplies last.
The campaign is built around the All-American vibe of both products which was the original motivation for the partnership. Nestle Crunch’s red, white, and blue color scheme and heritage as an American candy since the ‘30s fit with the Girl Scouts’ Americana image and sweet tradition of cookie sales, Ms. Joh said. “With two well-loved American brands, we focused [the marketing] on the reactions we experienced in our research which was an irresistibleness,” she said. “… People [were] saying, ‘Thanks for thinking of this, and putting my two favorite things together.’ “
Read more: http://adage.com/article/news/nestle-crunch-breaks-campaign-girl-scout-candy-bars/235583/?utm_source=feedburner&utm_medium=feed&utm_campaign=Feed%3A+AdvertisingAge%2FLatestNews+%28Advertising+Age+-+Latest+News%29&utm_content=Google+Reader