Magazine article Marketing

MARKETING SOCIETY AWARDS: Brand Development

Magazine article Marketing

MARKETING SOCIETY AWARDS: Brand Development

Article excerpt

WINNER Client: Nestle Rowntree Agency: Lowe  COMMENDED Client: Nestle Rowntree Agency: Lowe  COMMENDED Client: BT Payphone Division Agencies: Abbott Mead Vickers BBDO, 01:02, Triangle 

Quality Street, launched in 1936, is one of the UK's favourite chocolate assortments. But it faced a perception that it was traditional and lacked in appeal to younger adults.

Building on the insight that consumers 'take Quality Street personally' and have a strong attachment to their favourite, Nestle Rowntree decided to make versions of the most popular sweets in the selection available individually - and at four times the size. The Big Purple One was launched for Christmas 2001, with the Big Green Triangle following in 2002.

During 2002, the sweets delivered 953 tonnes in volume and pounds 9.3m in consumer value. The Big Favourites range now accounts for about 7% of brand volume sales and almost 14% of Quality Street brand value.

Big Favourites has introduced new consumers to Quality Street by targeting the out-of-home impulse-eating market - and these consumers have tended to be younger.

A third variant, the Big Toffee Finger, was introduced this year.

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There are 133,000 BT payphones across the UK, but an explosion in mobile phone use in recent years seemed to have pushed the brand into terminal decline, with the number of regular payphone users halving in just five years. …

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