CASE STUDY: Nestle puts the magic back into a 120-year-old brand

Aim
The jellies confectionary category in Australia was no longer defined by Allen’s, but rather by the introduction of The Natural Confectionary Company which had given consumers a ‘better for you’, ‘natural’ option. Lacking an effective ‘better for you’ alternative, Allen’s simply could not compete. Parents had become focused on a perceived healthier choice and Nestle says it was witnessing the decline of a 120-year-old Australian icon. The objective of JWT’s campaign was therefore to bolster brand equity, giving Allen’s a clear and differentiated role in the category, and putting fun, magic and smiles back into jellies.

Execution
The TV advertisement “Allen’s makes smiles” was a creative solution nothing short of the world’s largest walking doll. The giant puppet named Ellie was captured walking through the streets blowing Allen’s ‘lollies bubbles’, while crowds of children and adults watched in amazement. The nine-metre doll was able to deliver exactly what the brand needed: a magical, imagination-capturing icon that straddled today and yesteryear, creating mass excitement that made everyone smile.

Results
Building on its brand idea “Release the wonder of childhood with the magic of Allen’s”, a mature 120-year-old fading brand did far more than protect its revenue share. Allen’s registered its strongest year from the last three years, redefining its role in the consumers’ lives. It found a new place in the heart of Australians, becoming the clear category leader.