Milkybar aims for grown-up appeal?

23 July, 2010

Nestlé is to back Milkybar in its biggest-ever marketing spend, to coincide with the launch of a raisin and biscuit version.

And the company is launching what it claims is its biggest ad campaign for Polo mints in 10 years.

The new Milkybar product is designed to extend the appeal of the kids’ brand to adult consumers. It will be available from July 26 and the £7 million marketing campaign will include TV, outdoor and digital advertising tailored to adults.

Graham Walker, Nestlé UK trade communications manager, said: “More than 75% of consumers like white chocolate and over 60% of Milkybar singles are bought by adults for their own enjoyment. We expect raisin and biscuit, with its huge adult-focused media support, to bring even more adults to the brand.”??The £2.5 million Polo campaign will launch on August 16, with outdoor and online advertising. There will also be consumer competitions in the form of games on Facebook. The ads and the games will both pose the question: “Are you a sucker or a cruncher?”?Walker said: “We expect the campaign to provide a massive sales uplift for retailers.”

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