Case study:
Predatory thought for Crusha:
De-position Nesquik as the milkshake for wimps.
The Problem
Crusha is in competition with the classic market dominator, Nesquik.
The Predatory Thought
To steal share from a mum-bought brand that kids weren’t mad about, we had to talk directly to the consumer (child), not just the purchaser (mum). So we exploited their weakness and de-positioned Nesquik as the milkshake for wimps.
The Idea
Anarchic punk-style kittens pounding out a rock song about crushing things. ‘Add milk or we’ll Crusha.’ Making Nesquik babyish but keeping health in there for mum. And supporting the cult that followed the second ad, we released the song on iTunes and a full length video on YouTube.
The Results
The campaign has well and truly Crusha’d the competition. The first ad generated 34% category growth, Nesquik lost 18% share and Crusha sales increased by 46% yoy.
And the second ad and its support drove 65% sales growth, plus over 100,000 views online alongside over 3 million views of spoofs.
