Nestle chocolate campaign turns ugly in Hungary

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BUDAPEST -- Nestle's campaign slogan for its relaunched Chokito chocolate bar - "It's Ugly and Tasty" - comes straight from the mouths of Hungarian teenagers, according to advertising agency Ammirati Puris Lintas. A teen focus group was at first put off by the crunchy chocolate bar's lumpy, asymmetrical shape. But as they hate to be judged on first impressions, the teenagers withheld judgement until giving the Chokito a taste test.

The unorthodox campaign came out of "two exhausting, but rewarding days with several groups of 14 to 17 year olds," says the agency's Co-Creative Director Peter Tordai. The relaunch campaign concept of never judging on first impressions is "typical of how this group sees the world and our product," says Karl Leutenegger, group product manager for confectionery at Nestle Hungaria. He admits that the product's "unorthodox" appearance may discourage consumers from trying it. But ads don't attempt to hide Chokito's unappealing look. Billboard ads feature the unwrapped bar with the "It's Ugly and Tasty" slogan.

Care was taken not to be patronizing to teens in the choice of media. Media buying group Initiative Media went after media that was "captivating, entertaining and urban"- but not related to home or school, says the group's Media Director Nicki Robilliard. The media mix for the campaign features TV, cinema and outdoor ads. "Teens are an elusive audience also from a media point of view," adds Robilliard.

Copyright November 1996, Crain Communications Inc.

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