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2016 Showcase: Nestle Bar One

 

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Spotlight on innovation

DISPLAY OF THE YEAR 2015 - Gold Award

Nestle Bar One Cereal Launch

Production Date

March 2015

Retail Environment

Top end retail focusing on Pick ‘n Pay, Spar & Checkers.

How Fishwicks achieved the clients marketing objective

The objective of the campaign was to launch New Bar One Cereal to Teens.  The POS however would communicate to Mom’s that Bar-One was now available in a cereal.  The brand proposition focused on the great taste of the product (As seen during research in the exceptional taste test).  Hence it was really important that the POS communicated:

1.        Bar One was now available in a cereal

2.        Its maximum taste appeal.

Fishwicks together with the brand team, developed a 180 degree unit that included a product glorifying corner which made for a very easy shop. The simple POS proved itself in store and was well received by the Sales team for its impact and ease of erecting, motivating them to double their initial order quantities and double the planned store activation targets.

Materials and construction processes used in manufacturing

Paper and board materials printed in 4 process colours.

Media tie-in

Bar-One cereal was launched purely in a digital campaign (Facebook, YouTube, Tumbler, Twitter & Instagram) targeted to teens and with in-store POS targeting Moms.