Ferrero's new crunch marketing campaign is an absurd interpretation of the excessive promoting guarantees

In his first campaign for Crunch since buying the company (and the rest of Nestle's chocolate portfolio) two years ago, Ferrero played with one of advertising's big clichés: over-promises.

To introduce people to the new concept of "crunching," the confectionery brand launched a series of ads today to show viewers how the tech can make crunchers an easy pleasure – too, in a year when it is badly needed when you needed it badly I haven't received any real evidence that the candy bar is more than just a candy bar.

At one point a fictional professional notes that "thousands of people, if not a handful" have found crunching helpful. This vague under-promise is followed by a montage of people who fail miserably in their tasks, but seem downright dizzy.

In one case, a batsman swings on a ball that he misses by a few centimeters. In another case, an artistic-looking older woman tries to draw a younger woman on a bench in the park, but the result appears to have been produced by a preschooler. Still, they're as happy as possible – thanks to crunching.

Ferrero started working on the crunch campaign in May. Like so many other brands this year, the company decided to lean into the absurd in hopes of making people laugh in a year that has already brought so much stress and chaos.

"We've put a lot of thought into what's happening in the world today," said Mark Wakefield, SVP for the Nutella and Chocolate Snack Marketing Company. “We wanted to make sure we could give people emotional uplifting, fun and ease. … I think that's always important in confectionery advertising – that's what we're here for. We are a category of joy. "

Since Ferrero bought Nestle's U.S. candy business for $ 2.8 million in 2018, the company has been working on updating the brand identity, recipes, and packaging of some of the iconic candy bars it acquired with the acquisition.

In September, Ferrero unveiled a new recipe, package, and advertising campaign for Butterfinger, and created a detailed story of candy theft. In October, the company launched a new brand platform and campaign for Tic Tac called “Refreshing Moments”.

This makes the new crunch initiative for Ferrero the third campaign launch in as many months. While Crunch's recipe hasn't been updated as much as Butterfinger's, the brand changed Crunch's packaging to emphasize the simplicity of the candy's ingredients – just rice and chocolate.

The new campaign coincides with a packaging update for Crunch.

Next, Wakefield said the company is working on campaigns for Baby Ruth and 100 Grand – two other brands Ferrero acquired through its contract with Nestle – as well as new projects for the Italian company's long-standing offerings, Nutella and Kinder.

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