When was crunchie launched

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Related Other British Chocolate Brand Nestle list of chocolate products A bourbon-flavored Crunchie bar was also released in to a test market in Nashville Tennessee. For the best candy roll and tablet in the country,.

For the best in what Japan has to offer in. Like many other chocolate brands Crunchie is available in some countries as an ice cream bar and also a cheesecake whereupon such products contain pieces of the bar within these products. As a result their advertisements targeted a youthful demographic with a sense of fun.

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Tag lines for the chocolate, include "It's the shatter that matters", "Crack a crumble" and "The Great Australian Bite". The deal, which was part-funded by state government grants and loans worth 1.

Violet Crumble bars have been produced at Nestle Australia's factory in Melbourne since Australian icon Vegemite comes home. Nestle foiled in KitKat trademark fight. Japan to get 'exotic' Kit Kat factory. Purchasing is broad but infrequent, characterised by good penetration but low weights of purchase. However, the apparent discrepancy between the brand's high popularity and low weight of purchase suggested that it was possible to encourage consumers to buy and eat more of the brand, the opportunity lying with existing users.

Advertising would therefore play a role within a marketing programme designed to encourage those people buying Crunchie already to buy more of it.

The increased weight of purchase would be achieved through two routes and ideally both - an increase in the number of bars bought on any one occasion to which multi-packs were important and an increase in the brand's frequency of purchase. Contributing to this view was consumer data that showed that while absolute levels of awareness were high, reflecting the brand's overall popularity, spontaneous awareness was relatively low, indicating that the brand was not particularly salient or 'top-of-mind'.

Crunchie was likely to be missing out on purchase opportunities simply because it was not coming to mind when consumers were conceivably in a Crunchie mood. If the link between mood and brand could be strengthened, then so could volume. It was also believed that response to advertising if successful, would be relatively swift.

Countline purchasing is low-risk and largely impulsive, and if consumers can be sufficiently interested in the brand through its advertising, this interest usually generates immediate sales. The problem with fun and indeed with the mood described by 'that Friday feeling' is that they both mean different things to different people. One person's idea of fun is not necessarily another's. This had been a recurring challenge during the course of the campaign, the difficulty being to create situations that struck a sufficient chord with a broad enough cross-section of consumers.

Just as difficult was to ensure that the product was firmly a part of the fun being had and yet, if advertising was going to remind consumers about the pleasure of eating a Crunchie, this was a fundamental requirement.

The view was that advertising could achieve sales improvements by reflecting the Crunchie mood of fun in a way that had more ubiquitous appeal and by making a stronger link between this and the product.

The Friday-Crunchie link, as an established advertising property, remained important to the creative idea. The marketing objective quite simply was to encourage consumers already buying Crunchie - particularly lighter buyers - to buy more of the brand.

The role of advertising within this was to remind consumers of the experience of eating a Crunchie and therefore to reinforce Crunchie's role as the ideal bar to eat when in a fun mood. Specifically, the objectives of the advertising were: The target audience for Crunchie was defined as all adults. The promise to consumers was defined as: The personality of the brand was described as: While the style used to communicate all of this was described as: Key to the creative solution were two factors - a desire to forge a greater link between the product itself and fun, and a desire to express fun in a ubiquitous fashion.

The solution quite literally came out of the product itself, an animated Crunchie bar which metamorphosed repeatedly to spawn characters enjoying themselves in a frivolous, carefree fashion. The final act of fun caused the bar to explode, culminating in the line 'that Friday feeling you just can't keep it in'; and all to the sound of the Pointer Sisters' record 'I'm so excited'.

Two second commercials were produced. Catching people when in the right happy mood would have been ideal, but since this was impossible to determine, advertising for as long as possible was the next best thing. Television was felt to be the best medium for achieving the impact required to make the brand more salient and media was planned on a drip or 'pulse' basis in contrast to the previous burst strategy. As in previous years, the advertising ran nationally.

The new campaign broke midway through June in , immediately after a small burst of advertising in the spring. For comparability, however, changes over the period July-December are assessed versus the year before since the TVRs deployed over both periods were absolutely identical. The results are described here in terms of sales and consumer data. Other factors that may have contributed to sales are analysed later to isolate the effect of the advertising.

The results are set in the context of earlier years but is also used for simplicity as a point of comparison for , because it was typical of the brand's post relaunch performance in terms of sales, distribution and advertising expenditure levels. Much of the analysis compares the main period of the new campaign July-December with the same period the year before. This is for two reasons: In some respects, is a tough base to choose because: Crunchie took no price increase in , but made up for this in By the end of , ex-factory tonnage had risen to an index of in relation to the post-relaunch level of , breaking a new barrier for the brand in tonnage levels.

This full-year index masks the change that occurred over the second half of , the period of the new campaign.

Between July and December, ex-factory tonnage indexed versus Consumer sales data also shows that volume grew significantly over the period of the campaign.