Milky Bar Kidult
- Posted: August 6th, 2010
- Tags: advertising, branding
A nostalgic look at reviving a youth brand with grown-up consumers
- Comments: Both comments and pings are currently closed.
Driving to the train station earlier this week I spotted a poster featuring an adult dressed up as the Milky Bar kid… a quick Google search later revealed that Nestle are in fact bringing back the bespectacled Milky Bar kid but are looking for adults to play him!
Nestle are launching their biggest ever marketing push for the brand tonight, with a TV commercial featuring men and women wearing the iconic Milky Bar Kid’s glasses and hat. The ‘kidult’ concept will run through their online and offline activity to target their new raisin-and-biscuit flavour at the adult market.
They will also be encouraging members of the public to do their best Milky Bar kid impersonation via a webcam on their website, offering the five best entries the opportunity to appear in their outdoor advertising in October. Whilst this is a tried and tested formula, it’s a fun and engaging way of drawing on nostalgia and will be a hit with the ‘x-factor’ generation! Think I will have to try and persuade a few work colleagues to give it a go…. who knows, maybe you will see one of our faces on the side of your bus-stop soon!
Comments.
- Comments: No responses to this article
