Nestlé unveils four grown-up Milkybar kids
Nestlé is unveiling its new ad featuring the four adults who will impersonate the Milkybar kid in the second phase of the product’s ’biggest spend’ campaign.
The original ‘Ungrow Up’ campaign, was created by WPP-owned Santo. Skive, who created the website to accompany the initial TV ad, has now created digital outdoor adverts, online media and London Underground escalator panels, the four competition winners will appear in.
Nestlé is promoting the raisin and biscuit variant of its Milkybar product with the £7m campaign.
The second phase of the campaign will showcase the competition winners for two weeks from 25 October. Initially, the campaign launched in August with TV and outdoor activity.
Nestlé has chosen a diverse range of adults to play the part of the Milkybar kid. Winners include Miss Great Britain contender Stefanie Jones, student Lloyd Hale, farm entertainer Chris Beebee and water rafting businessman Paul Dowsett.
Outdoor ads will appear at Westfield shopping centre, Liverpool Media Wall, Glasgow City Screen and Manchester Piccadilly Gardens.
This story first appeared on Pitch, Centaur’s subscription-based online interactive marketplace for agencies and clients to share news, opinion and debate.
- Much of Nestlé’s success in 2009 has been on the back of its highly successful Kit Kat brand.
- The total Kit Kat brand (which includes biscuit variants) is growing strongly at around 5% in 2009 compared to 2008, building on the success of that year.
- The Singles variety which competes in the chocolate confectionery market has also made a strong contribution to the growth (around 3%), with a notable contribution from Chunky (around 27%).