Television put the smile back into Jellies

Nestle chose only to used television advertising for this campaign as it offered the ability to connect emotionally with the target audience.

 

Before 2009‟s “Release the wonder of childhood with the magic of Allen’s” big idea, Allen‟s looked like a fading star that had just lost 57% of its range.

Then this campaign, created by JWT, went to air.

The results of the campaign are stunning.  Allens has it’s strongest sales in three years, improved brand equity across all their brand measures and allowed Nestle to reclaim category leadership.

The 6 months post campaign Allen‟s exceeded targets by 20.5%, turning a forecast loss into growth, growing market leadership from 2% to 7%.

Allen‟s reversed a loss of relevance and dominance to become the clear jellies category leader.

Download the official Effies Case Study.