CLIENT
Nestl USA
Doreen Ida, President/Confections & Snacks
Natasha Madan, Marketing Director
Jeremy Vandervoet, Marketing Manager
Bianca Cornelio, Marketing Associate
Jennifer Cressman, Marketing Associate
AGENCY
Richard Bronshvag, EVP Executive Creative Director
Robert Kavanagh, VP Acct. Director
Lori Jones, Associate Creative Director/Writer
Golin Public Relations
Jessica del Mundo, Executive Director, Media
Threshold Interactive
John Montgomery, CEO
MetaVision Media
SUMMARY
Facing steady declines, Butterfinger took a risk with a new product format: peanut butter cups. The launch would place Butterfinger in direct competition with Reeses, a $1.1 billion giant that outspends Butterfinger 15-to-1. Leveraging consumer insights, messaging questioned the perfect relationship between peanut butter and chocolate. For immediate impact, Butterfinger took another risk by launching in the Super Bowl, complemented by PR, social media and digital efforts. The risks paid off: we achieved full year sales goals in just four months and the franchise grew 46% in just six months.
