CLIENT
Nestl USA
Tina Udrys, Mktg. Associate - Nestle Crunch
Lauren Campbell, Mktg. Associate - Nestle Crunch
Brad Alford, CEO - Nestle Brands Company
Al Stefl, SVP - Communications - Nestle USA
Frank Higgins, VP - Mktg. - Confections & Snacks
Brian Owens, Mktg. Manager - Nestle Crunch
AGENCY
Heather Brezny, Associate Media Dir.
Anne Elwell, Account Dir. - Interactive
Hugh Callahan, VP - Creative Dir.
Jeff Repetto, VP - Creative Dir.
Cailin Cannon, VP - Account Supervisor
Michelle Logan, Account Exec.
McElroy
SUMMARY
The Nestle Crunch with Caramel "Car-a-mel or Car-mel?" campaign was created to introduce a line extension without cannibalizing the base brand. The fully integrated campaign immediately established 63% brand awareness for Nestle Crunch with Caramel. By extending product "news" through the "Vote now" element, Nestle Crunch with Caramel boosted total franchise sales by over 15%, surpassing ingoing goals. The campaign was instrumental in revitalizing the franchise.
