Nestlé invites fans to be part of new Milkybar campaign

By John Reynolds, campaignlive.co.uk, Monday, 02 August 2010 12:01AM

Nestlé is promoting its new variant, Milkybar Raisin & Biscuit, by offering adults the chance to participate in an ad campaign by impersonating the Milkybar kid.

Milkybar: Nestlé launches ungrow-up campaign

Milkybar: Nestlé launches ungrow-up campaign

The "Ungrow up" campaign, created by WPP-owned Santo, launches today (2 August) with a range of television spots, outdoor advertising and a major digital campaign.

Nestlé claims that it will be its biggest spend on a Milkybar campaign to date.

Initial activity centres on encouraging members of the public to compete for the chance to feature in the next "Ungrow up" ad by uploading their impersonation of the Milkybar kid to the website, milkybar.co.uk.

To help their impersonation the Milkybar kid's famous glasses and hat will be superimposed on their face via an online audition process. As part of the campaign, Nestlé has created a downloadable "make me famous" social media guide for entrants to promote their audition tapes.

A spokesman for Nestlé said: "There is a MilkyBar kid in all of us and we hope that Milkybar raisin and biscuit will encourage all adults to join the 'Ungrow up' campaign."

The previous incumbent on the Milkybar account was JWT.

This article was first published on campaignlive.co.uk

X

You must log in to use Clip & Save

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus

Additional Information

Campaign Jobs

  • Campaign Marketing Manager EMAP Competitive + Bonus, London (Greater) / London (East), London (Greater)
  • Exhibition Designers WRG Live Competitive salary and benefits package dependant upon experience, Manchester, Greater Manchester
  • Producer WRG Live Competitve salary and benefits package dependent upon experience, London (Central), London (Greater) / Manchester, Greater Manchester
  • Content Manager WRG Live Competitive salary and benefits package, Manchester, Greater Manchester
  • Retail Store Designer Fashion & Retail Personnel Consultancy £30000 - £33000 per annum + bonus and benefits, London