Nestlé Canada
Everything Old is New Again: Nestlé Turtles Retro Tin Launch
Challenge
Nestlé Turtles – delicious chocolate-coated pecan and caramel treats – have been a Canadian favourite since 1949. In 2008, Nestlé Turtles introduced a limited edition collectible tin designed with the original flat-box packaging in mind and featuring the original logo and graphics, 100% pecan recipe and 24 unwrapped Turtles nestled in trays. This is the first time Turtles have appeared unwrapped, in trays since 2004 when the new individually wrapped packaging design was introduced. Our task was to tap into the nostalgia of the Retro Tin design and encourage Canadians to fall in love with Turtles all over again.
Solution
After careful review of the information provided during client and all-agency briefings, our recommended strategic approach was to position the 2008 Turtles Retro Tin as a “must-have” for holiday gift giving — not only because of its delicious contents, but also for its retro appeal and collectability, and also because it reminds us of the importance of spending time with friends and family during the holiday season.
Results
The audience reach was more than 21 million, more than doubling the original objective of 10 million. A total of 36 stories featured the Retro Tin and our campaign helped drive consumer awareness of the Nestlé Turtles Retro Tin to 34%, compared to typical consumer awareness level of 20% for previously launched collector tins.
