Situation

Nestlé Milk Chocolate had a strong brand name; however, sales were lackluster and there was significant opportunity to bring fresh news to the brand, generate more trade support, and reconnect with consumers.  As Marketing Assistant for Nestlé Milk Chocolate, Linda managed the launches of limited edition licensed items around major Disney animated feature films.

Linda launched Nestlé Milk Chocolate products and displays in conjunction with the releases of Toy Story and The Hunchback of Notre Dame.  She managed relations with Disney and Pixar, design of product, packaging and displays, development of all supporting collateral material, advertising campaign development with the ad agency, sourcing of manufacturing equipment and production with the plant, PR efforts, and the overall launch to the Nestlé sales force and to the trade.

Results

These licensed items doubled sales volume for Nestlé Milk Chocolate and succeeded in fostering substantial trade support, media attention and consumer excitement behind the brand.