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Case Study
1.
Aero - A lesson in lowering ambition: 'From failed favourite to first alternative'
Jay Chiat Strategic Excellence Awards, Non-winning entrant, 2009
As a leading house brand, Nestle's Aero hasn't been able to compete against Cadbury's Dairy Milk nor Masterfood's Galaxy. People often have up to nine different chocolate bars that the alternate betwe ...

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Award-winning case study
2.
Aero
Canadian Congress of Advertising, Canadian Advertising Success Stories, 2003
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 ...

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