I was reading this morning about the launch of KitKat Chunky Caramel Duo by Nestlé. Whilst I am sure it fits in a brand hierarchy and had been focus-grouped to death. Did anybody think about what it would be like to pitch in? “Hi, my name is Ged, I am calling on behalf of my client Nestlé, to invite you to the product launch of our latest chocolate bar; the KitKat Chunky Caramel Duo,” seriously try it out on your colleague and see how linguistically awkward it feels.
With confectionery, a lot of sales still go through independent retailers and in at least some of the retailers you would need to interact with member of staff to ask for what you want. I suspect that brand managers didn’t think of the shops (like off-licenses) I have been into in moodier areas where the consumer is screened from staff and goods by a perspex wall. I would expect these kind of names from technology company products: Microsoft Windows 7 Home Premium edition springs to mind as a great example, but I would expect better from an FMCG firm.
Archived from blog posts I wrote for PR Week