Five agencies vie for Nestle launch

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 Stars.

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.'

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