Nestle aims for adults via Milkybar Munchies

Nestle has revealed its latest plans to target the adult market with a new Milkybar product that aims to remind consumers how much they liked white chocolate when they were young.

Lowe has created the launch campaign for Milkybar's new bite-size product, called Milkybar Munchies, which are a cross between two of Nestle's established brands. Milkybar is currently the UK's top-selling white chocolate brand.

In a move away from its traditional target audience, the TV ads appeal to adults, and as a result, do not feature the famous Milkybar kid.

The launch is being backed by a £3 million media spend, with the TV spots set to break on 15 April.

The ads show adults enjoying the new product, much to the annoyance of their children, who find ingenious ways to take revenge on the unsuspecting parents.

The voiceover explains: "New Milkybar Munchies are for adults ... but try telling that to kids".

Lauren Ince, an associate director at Lowe, said: "This is to communicate that Milky-bar Munchies are for adults, while at the same time also acknowledging its heritage as a kids' brand."

In one ad, a young man is enjoying eating the Milkybar Munchies in a supermarket.

Spotting this, a nearby toddler pinches his mum on the bottom, prompting her to turn around and slap the astonished man across the face.

Milkybar's brand manager, Amber McNaughton, commented: "We know that three-quarters of adults in the UK like to eat white chocolate but that only 20 per cent of them have bought it for themselves in the past year.

"Milkybar Munchies is the perfect product to appeal to these adults, being the Milkybar chocolate they loved as kids in a new 'adult' form."

The ads were written by Geoff Smith and Gordon Graham, and were art directed by Neil Sullivan.

Tom Routson directed through Tool. Media planning and buying is through MindShare.

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