To boost sales of KitKat and Bar-One (Nestlé's two biggest selling chocolate brands) during the New Year, we needed to build on a dual brand concept that combined the power of the two brands.
This volume driver was designed to double up on purchase, because that was the only way consumers could double their chances to win instant cash prizes and airtime.
Incremental purchases gave people double chances to win.
Consumer Messaging
Website, Facebook and CRM/SMS:
Post Driven Engagement
To amplify the double up concept, everything was doubled… from the wobblers, to the shopping bags, to the shopping carts
Gondola Ends and Hanging Banners
On-shelf Elements
On-shelf Elements
Point of Sale Display
In order to drive even more incremental purchase, a unit was proposed with a spring-loaded device so that when one chocolate was taken out of the unit, another one popped out. The chocolate did not fall out, but rather pushed itself out of the unit.
Point of Sale Display
Another fun suggestion was for a unit to ‘talk’ to consumers and remind them to take another chocolate. For example, the unit would say sweet things like: “Wait, what about me? Take me with you. I’ll double your airtime.” The unit would only ‘talk’ once after a chocolate was taken out so that it stayed humorous and not annoying
Free Standing Display Units
Aisle Displays & Hanging Banners
To bring the idea of “Doublicious” to life, our promoters would always be in pairs. One promoter would be dressed in a KitKat t-shirt and other one would be in a Bar-One t-shirt. The t-shirts were designed so that when the promoters stood together, a message would be revealed. Ideally, the promoters would be twins for added Doublicious impact! A close second would be couples, siblings and friends.
Doublicious Promoters
“Double or Nothing”
This was a spin and win game. Consumers had the chance to win double the amount of chocolate they had bought if the pointer landed on a “double” segment of the wheel. Their airtime would also double. In order to play, consumers bought two or more participating products and handed their till slip to a promoter. The activation would take place in-store or in forecourts.
This was a spin and win game. Consumers had the chance to win double the amount of chocolate they had bought if the pointer landed on a “double” segment of the wheel. Their airtime would also double. In order to play, consumers bought two or more participating products and handed their till slip to a promoter. The activation would take place in-store or in forecourts.
Forecourt Activation Stand
In-store Activation Stand
Unfortunately, only selected elements were produced.
CREDITS
Creative Director: Margarita Karvouniaris
Strategy: Chad Nelson
Creative Group Head: Tracy Ellis
Art Direction: Tracy Ellis and Jabu Dlamini
CopyWriting: Dawn Franke
Art Direction: Tracy Ellis and Jabu Dlamini
CopyWriting: Dawn Franke
