Success: Nestlé Crunch Girl Scout Candy Bars

Success: Nestlé Crunch Girl Scout Candy Bars

Category : Consumer Goods
February  2014  Pages : 11



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Summary
Brands can significantly benefit from developing an in-depth understanding of the reasons for the success and failure of new product launches or marketing campaigns. This case study identifies how Nestlé Crunch Girl Scout candy bars effectively combined innovation with familiarity to win Product of the Year 2013 and the National Confectionery Sales Association New Product Award 2012.


Synopsis
- Use Canadean Consumer's selection of successful and failed product launches and marketing campaigns from across the globe to inspire innovation.

- Reduce the risk of failure by learning from brands/products that have under-performed: failed innovation can severely impact profit and reputation.

- Understand the relevant consumer trends and attitudes that drive and support innovation success.

- Obtain a broader appreciation of the consumer packaged goods industry by gaining insights from both within and outside of your sector.

Reasons To Buy
- Why are Nestlé Crunch Girl Scout candy bars considered an interesting case of success?

- What consumer insight underpins this success?

- Which consumer trends has this product innovation capitalized on?

- What can I learn from the success of Nestlé Crunch Girl Scout candy bars?

Key Highlights
In 2012, Nestlé teamed up with Girl Scouts of the USA to launch Nestlé Crunch Girl Scout candy bars. The limited-edition product was awarded Product of the Year 2013 and the National Confectionery Sales Association New Product Award 2012.

Nestlé Crunch Girl Scout candy bars are inspired by popular Girl Scout cookie flavors and thus offer consumers new flavor nuances to a familiar product. Nostalgia, coupled with heritage and tradition, has been key to drawing consumers of all age cohorts to Nestlé Crunch Girl Scout candy bars.
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