Magazine article Marketing

No Choc Drops in Spend

Magazine article Marketing

No Choc Drops in Spend

Article excerpt

Christmas must be a particularly rewarding time of year if you happen to be one of Ferrero's ad agencies. The season of goodwill to all things except the weighing scales is reflected in Ferrero upping spends by over 100% on its top five brands.

Lines like Kinder Bars and Ferrero Rocher received nearly twice the support of brands like Mars Bar and Kit Kat in the last six months of 1990.

Most of Ferrero's advertising was concentrated in its home market of Italy, not the most prodigious chocolate eating countries but one where such indulgence is growing rapidly. Thus of the $18m spent on Ferrero Rocher, around $10m was spent in Italy.

But the UK -- Europe's highest per capita chocolate scoffing nation -- has yet to reflect the Continent's preoccupation with the more "sophisticated" calorie bombs. Ferrero spent 1.8m pounds on all its brands over here in 1990, about one-half of the amount spent on Mars bars alone. …

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