Nestlé Rolo

Campaign in 1998-9 by J Walter Thompson for Rolo (Rowntree). Objective: to revitalise brand.
Agency: J Walter ThompsonAuthor: Judy Harman

How Friendship Rescued Rolo

BACKGROUND

Rolos dilemma was that it was struggling to make an apparently strong advertising property work ('Do You Love Anyone Enough To give Them Your Last Rolo?'). As originally devised this property had taken the shareable format of Rolo and emphasised the generosity of the brand. Attempts to give the brand more edge by having characters turn their back on the opportunity to share had culminated in a famous, popular and award-winning commercial ('Elephant'). Despite its enthusiastic reception this had done little to assist the fortunes of the...

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