M&C Saatchi and Fallon are attempting to muscle their way on to the
Nestle Rowntree roster, with accounts worth a total of pounds 31
The two agencies are competing with J. Walter Thompson, Lowe Lintas and
Roose & Partners for a new boxed chocolate brand in development called
All the agencies have been through the pitch process and a decision is
expected imminently. The task is thought to be worth between pounds 2
million and pounds 3 million.
The launch of All Stars is part of a trend for confectioners to release
assorted miniature versions of chocolate bars packaged together.
Nestle wants the new brand to compete with Mars' Celebrations and
Cadbury's Miniature Heroes brands. The company believes this area to be
the fastest-growing confectionery category. All Stars will include mini
versions of Smarties, Milky Bar and the Willy Wonka range.
The main difference in marketing strategy is that this product will be
aimed at children, rather than adults as with the Mars and Cadbury
It is believed that Nestle plans to use the product to attract a base of
new, younger consumers to foster brand loyalty at an earlier age.
Nestle plans to pitch All Stars at five- to 12-year-olds, but the core
demographic will be the seven- to nine-year-olds. In addition to the
primary target for the brand being children, additional work may be
aimed at an adult market - those who will actually pay for the
All Stars will essentially be a packaging device to sell additional
quantities of existing product. The company has worked on developing new
smaller packaging designs that will be exclusive to the All Stars
Mars' Celebrations was rolled out in 1998 with a high-profile campaign
through Abbott Mead Vickers BBDO. Six months later, Celebrations had
achieved sales of pounds 80 million and grown the box-chocolate sector
by 26 per cent.
Cadbury's Miniature Heroes were launched a year later, positioned as a
brand linked to snacking and socialising.
David Hudson, the communications and corporate affairs director at
Nestle, said: 'A pitch process is taking place for All Stars - but it is
a UK-only brief. Because this is a through-the-line brief we expect
activity to take place below the line, which is why we have taken the
decision to explore additional capabilities outside of the roster.'