When rebrands go wrong

(And how to avoid the pitfalls)

Nestlé unveils new Kit Kat Chunky flavour

Nestlé has unveiled ‘Chunky Peanut Butter’ as the next permanent flavour of its Kit Kat Chunky range, after asking fans to vote for one of four limited edition bars.

Kit Kat Chunky

The winning flavour, which was announced in yesterday’s first edition of the Sun on Sunday (February 26), will go on sale in April.

The food brand kicked off a multi-million pound campaign to source the new flavour last month, by asking fans to cast votes for one of the new bars on either its Facebook page or by using augmented reality app, Blippar.

Live voting updates were aired between primetime shows on ITV1, as part of a strategic partnership between the commercial broadcaster and Nestlé to target 18-30 year-old men.

It also commissioned six online films to air on the brand’s Facebook page to promote each flavour, which featured celebrity cameos such as rapper Vanilla Ice and comedian Dom Joly.

Earlier this month, Nestlé said that it would ramp up its focus on marketing and product innovation following better than expected sales growth of 7.5% in 2011.

Readers' comments (22)

  • the campaign was a big fail - the ads are on buses and tv for weeks now but no london shops had those flavours! no chance to try and vote

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  • There is life outside of London you know! you could easily find most flavours apart from the popular Peanut butter in the North.

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  • It wasn't so much a failure as unnecessary. The flavours sold out by the time the campaign hit.

    Could have saved a few quid, right enough.

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  • The peanut butter one wasn't that nice and i didnt even get to try a white one as everywhere had sold out! Instead of having a vote why don't you release them all!

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  • I haven't seen any of the new flavours or I would have tried them all

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  • I am so disappointed that you have chosen the peanut one, I was also very disappointed that in Manchester and Birmingham it was impossible to get any of the flavours, its ok advertising these products to vote on but it would have been nice to get to try one, I have been in most shops in my area and in Birmingham and NO ONE and I MEAN NO ONE could get there hands on them. I suggest you call it a no vote and GET THESE PRODUCTS IN THE SHOPS all over the country.

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  • Ok my local Sainsburys has never had these flavours, I even asked but they said no. Newsagents neither, I felt like I had looked everywhere, IT WAS A BIG FAIL EVEN IN NEWCASTLE.

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  • Was the objective of the campaign to shift a load of unsold stock? Big WIN if that's the case.

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  • I have asked in loads of shops in Bristol and not one have stocked the new bars! I'm driving friends and family nuts keeping on about them. Rubbish!!! x

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  • I live in Birmingham and I managed to taste every flavour - petrol stations seemed to have the best supply - Big stores were rubbish - they would have been better selling a multipack of all 4 flavours

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