Nestle brands in World Cup drive

by Staff, Marketing 29-Mar-06

LONDON - Nestle Rowntree is hoping to capitalise on the World Cup with a campaign offering consumers the chance to win replica 1966 England football shirts.

The activity, beginning in April, will run across Kit Kat, Aero and Yorkie bars, which will feature an image of 1966 captain Bobby Moore on their packaging. Consumers will be able to text a code on the side of packs to win a vintage shirt.

The campaign is expected to vary by region, with consumers in Scotland, Ireland and Wales being offered the chance to win shirts for their own national teams.

The campaign will be supported by PR activity featuring players from the 1966 winning team.

TV ads for Kit Kat will also air in April. Earlier this year, Nestle added a peanut butter variant to the Kit Kat range.

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