Nestlé is to unwrap a £28m three-year support programme for the autumn launch of premium newcomer Baci, its biggest confectionery activity this year.
Sales communications manager Graham Walker boldly predicted that the Italian-inspired brand would produce sales of £30m before the end of 2004, £8m of which he insisted would be incremental to the gifting confectionery category.
He also promised that the products would be sold at full value across all outlets.
Made up of individual sweets featuring a hazelnut in a milk and dark chocolate-covered wafer cup, Nestlé claimed the new product would prove to be
“fundamentally different” from other offerings.
Packaged in bright red outers, each sweet is individually wrapped in foil that reveals one of several love-themed messages when opened.
The word Baci means ‘kisses’
in Italian and advertising material is set to take the theme of gifting with love.
Walker said the target market was 30 to 45-year-old women and the product’s biggest rival would be Ferrero Rocher.
Due on shelf in September, the newcomers will get an initial £5m media programme in the three months to Christmas, including TV and outdoor advertising. A range of point of sale material will be available for different channels’ needs.
The range includes a 49p two-chocolate impulse pack designed for self-treat and sampling, a six-chocolate tube retailing at £1.39 and an 18-piece gift box for £3.99.
“This will put value back into the category,” claimed Walker. “Even the major multiples don’t want to have to reduce prices on every single product.”
However, one key buyer said: “The product looks good but it’s a tough market. Nestlé already knows that after its faltering start with Double Cream.”
Mary Carmichael
Sales communications manager Graham Walker boldly predicted that the Italian-inspired brand would produce sales of £30m before the end of 2004, £8m of which he insisted would be incremental to the gifting confectionery category.
He also promised that the products would be sold at full value across all outlets.
Made up of individual sweets featuring a hazelnut in a milk and dark chocolate-covered wafer cup, Nestlé claimed the new product would prove to be
“fundamentally different” from other offerings.
Packaged in bright red outers, each sweet is individually wrapped in foil that reveals one of several love-themed messages when opened.
The word Baci means ‘kisses’
in Italian and advertising material is set to take the theme of gifting with love.
Walker said the target market was 30 to 45-year-old women and the product’s biggest rival would be Ferrero Rocher.
Due on shelf in September, the newcomers will get an initial £5m media programme in the three months to Christmas, including TV and outdoor advertising. A range of point of sale material will be available for different channels’ needs.
The range includes a 49p two-chocolate impulse pack designed for self-treat and sampling, a six-chocolate tube retailing at £1.39 and an 18-piece gift box for £3.99.
“This will put value back into the category,” claimed Walker. “Even the major multiples don’t want to have to reduce prices on every single product.”
However, one key buyer said: “The product looks good but it’s a tough market. Nestlé already knows that after its faltering start with Double Cream.”
Mary Carmichael
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