Nestle, the number one instant hot cocoa brand wanted to increase share in a very competitive, low-margin category. The product had national distribution but only a small advertising budget. Consumption was highly seasonal and category sales soared when the weather turned cold and wet.
We initiated “weather-triggered” spot radio. In twenty five markets, we pre-purchase weekly schedules on stations that moms listened to for weather news. Hawk planners customized weather triggers in every market, then checked every market’s weather early each morning. When triggers were hit, we contacted radio stations and started advertising within six to twelve hours. Heavy schedules ran for seven days and included news and weather report sponsorships.
Results
Share soared between fifty and one hundred percent during on-air weeks. With minimal expenditure, share continued to spike with new storms – consumers apparently associated the brand with cold weather. Total brand share gains were created with only three weeks of advertising because they were the right three weeks.
