Benedict Campbell
Berlin, Germany
TitleWhoever Heard..?
Agency
Campaign Whoever Heard..?
Advertiser Nestlé Rowntree
Brand Pretzel Flipz
PostedMarch 2000
Product Pretzel Flipz
Business Sector Food
Tagline You’ll Like Them But You Won’t Know Why
Story PRETZEL FLIPZ: AND NOW FOR SOMETHING COMPLETELY DIFFERENT….



When Nestlé asked Roose to launch this (strangely addictive) snack in 1998, they know it would be a challenge: Chocolate – covered pretzels doesn’t sound like a very appealing combination! Under the disarmingly candid slogan “You’ll Like Them But You Won’t Know Why”, Roose devised a radical media strategy, using concentrated bursts of TV, radio and press to drive trial again and again. Tactics that were so effective, they delivered a faster rate of sale than the mighty Kit Kat.
Media Type Magazine
Market United Kingdom
Creative Director
Copywriter
Art Director
Photographer

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