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Nestle Crunch Launches Girl Scout Campaign

  • Ad Age, Tuesday, June 26, 2012 9:46 AM

Nestle Crunch has launched its first TV campaign in five years for its new Nestle Crunch Girl Scout candy bars. The co-branded bars hit retail shelves on June 1, but a pre-sale Facebook fan promotion in May sold out in less than 24 hours. Nestle chose to break its traditional digital- and print-media advertising strategy and use TV to build faster recognition and sales.

"The fact that the bars are only available for a limited time meant we had to drive awareness very quickly," said Cherry Joh, marketing manager at Nestle. The ad campaign, created by Dailey, Los Angeles, will run through August, and bars will be sold through September while supplies last. 



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