The launch is supported by a massive £7 million media campaign including TV and outdoor advertising, digital, sampling and PR; all strategically designed to target a 16-34 year old audience, to drive awareness and trial and increase category growth. The campaign even includes a 4-week presence on the BFI IMAX in London. In addition, Nestlé Professional® has produced a range of stand-out POS material to help maximise impulse sales and drive revenues within the Out of Home sector.
The new chocolate bar will also feature the £10m on-pack Music Break promotion giving 35 million consumers free music downloads from the KIT KAT, website.
Martin Lines, marketing director, Nestlé Professional® comments: “We know that despite the recession, consumers are still opting for affordable sweet treats. In fact, in the workplace sector alone, we’ve seen a six per cent rise in confectionery consumption. This presents the perfect opportunity for vending operators to take advantage of increased profit opportunity.
“Research from Nestlé Confectionery has shown that caramel has wide appeal and the highest purchase intent. We are confident that, combined with high-profile media and point of sale support, this new product will provide caterers a fantastic sales opportunity and a tangible means of boosting bottom line profits.”