Challenge
Arcor Canada, part of an Argentine-based confectionery giant, was set to introduce its tasty Whisper chocolates to western Canada. With product distribution secured in London Drugs, Thrifty Foods, Overwaitea, IGA and other retail outlets, Arcor needed to raise awareness and generate sales in a crowded marketplace with high brand awareness and strong market share for similar products such as Ferrero Rocher and Reese’s Peanut Butter Cups.
Action
With a modest budget, NextPhase created a media plan that included outdoor and radio advertising plus radio remotes and in-store demos. A subsequent campaign included radio, exterior transit advertising, in-store demos and numerous contests hosted by various radio stations in Calgary, Edmonton and Winnipeg. Whisper chocolates were also liberally sampled at TV remotes.
Results
With consumers being able to "try before they buy" and the ad campaign, awareness of the brand was went from zero to 25% among women 25-54. Well over 65,000 consumers sampled Whisper Chocolates.
