A Childhood Favorite Makes a New Debut
The brown koala and his curved cereal has been an endearing memory for generations. The local campaign to launch Nestlé’s new Koko Krunch bar was entirely digital, relying on the reach of influencers, digital ad buys, and a good dose of nostalgia. Videos and social postings of influencers with their new breakfast-on-the-go took off and the campaign went viral, generating nostalgic empathy from the public who grew up eating the classic cereal.
The Koko Krunch bar is new but also old, fresh but familiar, and to convey these sentiments in the social content required a balance of harking back to the good ol’ days and looking to the future. Influencers pulled their weight behind the campaign, bringing their kids into the frame or sharing childhood memories in social postings. DEX managed paid ads for the campaign, which further boosted the viral success of the Koko Krunch bar.
The bar was released in stores on the launch day of the digital campaign so that there was no wait time for consumers to purchase. The social nature of the campaign eliminated the slow early momentum of product visibility rendered by the traditional approach of in-store trials and TVCs, which rely on foot traffic or TV-watching patterns.
February 27, 2017