AccessMyLibrary provides FREE access to over 30 million articles from top publications available through your library.
Create a link to this page
Copy and paste this link tag into your Web page or blog:
Lowe TV spot launches Nestle's Double Cream.(Brief Article)
Nestle this week threw down the gauntlet with a multimillion-pound challenge to the domination of the block chocolate market in the UK by its great rivals, Mars and Cadbury.
The Swiss confectionery giant is putting pounds 9 million behind the launch of Nestle's Double Cream in an attempt to muscle in on a sector that has been the almost exclusive preserve of Cadbury's Dairy Milk and Mars' Galaxy.
Lowe, which has been working secretly with Nestle on a strategy, has produced a 60-second commercial breaking nationally this Thursday which will be the centrepiece of the launch. It is only the company's second chocolate bar launch in 22 years.
The film, directed by Ringan Ledwidge through Harry Nash, marks a departure from mainstream confectionery advertising by switching the action to the US and spoofs a crime story as told by a hardened New York detective.
With the arrival of Double Cream, Nestle chiefs believe they have an opportunity to build a significant presence in a huge but relatively stagnant and commoditised sector, which suffers from poor product quality and where a lack of competition has led to perpetual price wars between Cadbury and Mars.
Sales of Dairy Milk and Galaxy both fell by more than 4 per cent last year, although Dairy Milk supplanted Nestle's Kit Kat as the biggest confectionery brand. Nestle has compared the UK chocolate market with the wine market of the 80s, which was dominated by plonk.
Nestle ...
- Double Cream cuts price ahead of revamp.(Brief Article)
- Magazine article from: Marketing Week Parry, Caroline January 22, 2004 700+ words
...teething problems. Double Cream also faces stiff...Cadbury, through its Dairy Milk brand. In May...bars under the Dairy Milk umbrella brand...axed in favour of Dairy Milk Bubbly. Nestle...for the launch of Double Cream, left the company...
- Vox shop: chocolate and sugar exceed expectations at Todays ... Mace pleased...
- Magazine article from: Grocer September 27, 2003 700+ words
...slowdown. One new line that has stood out is the Cadbury Dairy Milk block variants. Displaying these together has made all the...things Chocolate countlines are steady with Snickers a star. Double Cream sales have been brilliant. Boost Guarana went very well at...
- Dairy Milk's hundredth year: birthdays are always cause for celebration--and...
- Magazine article from: Grocer Chomka, Stefan October 8, 2005 700+ words
...Bassett, 2005 has been the biggest year in Dairy Milk's 100-year history with the introduction...well as marketing to remind people that Dairy Milk is still very much alive and kicking...Cadbury says was the first ever major Dairy Milk on-pack promotion, giving away 100...
- Cadbury's DAIRY MILK.
- Magazine article from: Grocer December 11, 1999 700+ words
...in moulded chocolate, CADBURY'S DAIRY MILK has in the past 12 months undergone...the Cadbury business. Cadbury's Dairy Milk has become a firm favourite around the world. The Cadbury's Dairy Milk Megabrand, which includes all variants...
- Cadbury(i) Dairy Milk(i) Goes Fair Trade in Canada; Canada's largest...
- News wire article from: Marketwire Canada August 25, 2009 700+ words
...farmers. By summer 2010 Cadbury(i) Dairy Milk(i) bars will begin to proudly display...corner retailers across Canada. Cadbury Dairy Milk is the first major confectionery brand...change by purchasing Fair Trade Certified Dairy Milk chocolate, knowing it will improve the...
- Milking it for a century; CADBURY'S DAIRY MILK CELEBRATES 100 YEARS.(News)
- Newspaper article from: Birmingham Evening Mail (England) January 1, 2005 700+ words
...100th birthday this year. Cadbury's Dairy Milk was launched in 1905 in a bid to challenge...with them.' Some 500 million bars of Dairy Milk are produced each year in Bournville...a British institution. A total of 12 Dairy Milk varieties are now produced, the recipes...
- Major Cadbury launch in disarray after Dairy Milk salmonella recall.
- Magazine article from: Marketing Week June 29, 2006 700+ words
...this week after the recall of 1 million Dairy Milk bars over fears they have been contaminated...is understood that extensions of the Dairy Milk products were also planned. The confusion...started on Friday, includes seven Cadbury Dairy Milk products - 250g Dairy Milk ...
- Nestle Double Cream a winner: because `chocolate matters' to retailers too:...
- Magazine article from: Grocer Basham, Peter December 14, 2002 700+ words
...words, they'd have to be "Nestle Double Cream". Your support has been vital The...odd successful launch--but Nestle Double Cream is the start of a new direction for...when "chocolate matters". With real double cream and fine cocoa beans from Ecuador...