Page 8: Supporting the launch: media, PR and point of sale
For a new product to grab public attention quickly, it is vital to support its launch with well-targeted advertising and promotional activities. Chunky was supported by two dedicated television adverts complemented by a phone site campaign. The advertising was a big departure from previous campaigns in that it focused on the targeted age group. It concentrated on 17-18 year olds in order to capitalise on aspirational identification from the younger groups, without alienating older consumers.
In addition, Nestlé invested in a range of public relations activities through radio and the national press. A detailed point-of-sale campaign supported the launch with attractive dumpbins in stores, and posters for shop windows. Field sales staff were involved in a detailed communication exercise to raise awareness in all forms of distribution channels.