Food: Confectionery

 

At the start of 2007, Dairy Milk was entering its third year of decline. The traditional levers for fmcg growth - range extension and promotion - were at saturation point. Investigation into declini ...

Wrigley is the long-term leader of the gum category with a stable of big brands, but the company wanted a product that dominated both in terms of sales and in the strong bond it had with consumers. Or ...

The Italian chocolate market is small but complex, due both to its seasonality and the strength of its competition. The challenge for Masterfoods was to create a presence with a promotional activity t ...

Altoids, a “curiously strong” British brand of breath mints developed a cult following among sophisticated American consumers in the mid 1990s. An outdoor and print campaign created by Leo Burnett bui ...

This paper describes how the award winning "No Matter What" campaign successfully launched Orbit in the US, such that in 2004, the gross U.S. sales of all Orbit products exceeded $90 million (approx £ ...

At 31 % market share, Juicy Fruit remained the number one brand in the early 2000s but was losing ground to competitors. To reconnect with its key consumers, kids aged 12 to 17, in 2002 Wrigley launc ...

This paper describes how within the first four weeks of the product launch, the "Altoids Gone Sour" push resulted in more than 500,000 visits to the brand's interactive website. According to Leo Burne ...

This paper describes how BBDO New York helped to convince discerning, health-conscious consumers that Snickers Marathon was a nutritiously credible energy bar with the great taste of a candy bar. Su ...

This paper describes how Mars Inc launched Snickers Cruncher with a $40 million (approx £20 million in 2008) television and print campaign that was liked ‘a lot’ by 61% of 18-24 year olds. Within six ...

At the close of 2005 Mars Inc. was a business worth $18 billion (approx £9 billion in 2008). This paper describes the success between 2000 and 2005 of their most celebrated brand, M&M’s. One of the ...

Confectionary company Hershey, launched ReeseSticks - an extension of its popular Reese’s Peanut Butter Cups - in 1998. When an ad campaign was first aired, demand outstripped supply and Hershey had t ...

New York advertising agency Ogilvy & Mather created the long running “there’s no wrong way to eat a Reese’s campaign” in 1988 for Hershey’s Peanut Butter Cups. This paper explores how the campaign bui ...

This paper describes how Trident developed a controversial advertising campaign based on the thirty year old claim that four out of five dentists recommend it. In a sugarless gum market worth $578.5 ...

This paper describes how Bendicks adopted a powerful ‘masterbrand’ strategy, executed through advertising, which turned around the fortunes of its core business and prepared a platform for growth and ...

As research showed a growth in obesity, Nestlé wanted a promotion that would link confectionery with sport. Lion was the sponsor of several basketball tournaments, and urban and active 16–24 year olds ...

In the late 1990s, Ricola faced the problems of being in a declining market, lacking brand loyalty amongst consumers as well as having an outdated image. The campaign had to clear prejudices against R ...

Trident Splash is the first pellet gum to contain a liquid in the centre. Launched in June 2005, the objective was a 4.7 % dollar share by the end of the year. Trident Splash well exceeded this aim, a ...

Sales of chocolate milk were lagging behind in Quebec compared with the rest of Canada, largely as a result of the vast number of competitors vying for kids' attention as they grew up. This campaign s ...

This campaign for Snickers chocolate bar reversed a decline of 38% in its key market of men aged 16-24. The brand's mid-1990s success had been based on the association of its energy-giving properties ...

In Canada the chewing gum market is split 50/50 between Wrigley’s Excel and Cadbury Adams' Dentyne - they are in a constant battle for the number one spot. In 2004, Cadbury Adams launched Dentyne Fire ...

In the 1990s, Juicy Fruit was a struggling brand. It had failed to keep pace with new sugar free products and by 2001, it had a 4.3 percent share, well behind the market leaders Excel and Dentyne Ice. ...

The 2004 SNICKERS MARATHON 'Energy You Crave' campaign successfully introduced a new great tasting energy bar under the SNICKERS brand name. This effort capitalized on the trend towards healthier snac ...

Wrigley faced the challenge of incrementally growing the Orbit gum brand in year 3 via the launch of Cinnamint and Bubblemint, without cannibalizing its existing 3 flavors. Orbit would need to reach t ...

In 2002, Nestle’s Milky Bar dominated the South African white chocolate market, with a 78% share while Cadbury’s Creamy Bar had only a 4% market share. But by changing the name to Dream, repackaging a ...

Since the late 1980s, sales of Juicy Fruit chewing gum had been in decline in Australia. Wrigley’s decided to target teenagers, refocus on the brand and revitalise it with two new product flavours. In ...

KitKat, once the leading confectionary brand in Canada, had by 1999 dropped to number eight in the market. To turn the brand around, Nestle re-invested in advertising and launched KitKat Chunky – a bi ...

The marketing challenge facing this brand is described as counteracting threats from branded and private label competition. The creative strategy focused on an uncommunicative Yeti with the campaign ...

Campaign for Yorkie chocolate bar, long positioned on a `masculine' theme. New idea was to mock the `enemy' (girls as no-one would wish them to be). Strategy line: `Yorkie: it's not for girls'. The ca ...

Describes how Kit Kat, having built its leading brand position over many years with the `have a break' slogan, found reasons to worry that this famous phrase was no longer being noticed. Research (des ...

In Canada, awareness of Nestle’s Aero chocolate brand fell from 18% to 15% between 1999 and 2001. Its one point of difference was the bubbles it contained. Research indicated that most consumers let A ...