CUSTOMERS buying chocolate bars from York-based Nestlé may instead find a satnav device inside the wrapper – and then within 24 hours, a prize team will track them down to hand over £10,000.
The company is launching a unique promotion which will utilise GPS technology to locate the winners of six £10,000 prizes.
The We Will Find You promotion involves four of Nestlé’s best-selling confectionery products, KitKat 4 Finger, KitKat Chunky, Aero Peppermint Medium and Yorkie Milk.
“Inside six lucky packs, there will be a GPS enabled bar which, when the winner pulls the tab, notifies the prize team who will leap into action locating the winner within 24 hours,” said a company spokesman, adding that inside their wrappers, the GPS-enabled bars looked just like normal chocolate bars.
“In addition, there are 2,000 x £10 prizes available to be won online.”
He said the promotion, which was particularly designed to attract men by offering added value, would be supported by a heavyweight £4 million media campaign, including TV, Video On Demand, radio, posters and online advertising.
Graham Walker, Nestlé UK’s trade communications manager, said: “Nestlé Confectionery is delighted to be first to market with this highly innovative GPS based promotion.
“We believe this promotion will particularly appeal to men, attracting them to the chocolate singles category and thus driving incremental sales.”
Nestlé is telling retailers they can expect to see an increased rate-of-sale across the four products and is advising them to stock up and display the chocolates prominently in-store.
Meanwhile, Nestlé has launched a new Cookies & Cream version of its best-selling KitKat.
The bar is manufactured at the company’s York factory and made half of white chocolate and half of milk chocolate, with a cookie flavour to the traditional wafer.
Developed in the factory’s kitchens, it is a permanent replacement for the KitKat Caramel bar and will be targeted at ‘young families looking for exciting new news from their favourite biscuit brands,’ said a spokesman. He said the new bar would be marketed with a £400,000 advertising campaign, focussed on key women’s press titles to maximise awareness with “biscuit mums”.
Jess Welburn, 23, of Stockton- on-the-Forest, said the new KitKat was “delicious”.
She said: “The new flavour might even beat the original. It really takes the biscuit.”