#COFFEE CRISP TV#
The ’80s also saw the start of TV advertising for Coffee Crisp, as competition from rival brands was heating up. That’s when the ubiquitous tagline, “Makes a nice light snack” was created, a slogan that’s still used in advertising and on packaging today. And in 1980, it nabbed the number one spot for Canadian chocolate bars. In the following few decades, Rowntree expanded by swallowing up smaller confectionery companies, including Canada’s Laura Secord, and exporting to more than 130 countries, making it the world’s fourth largest chocolate manufacturer after Mars, Hershey and Cadbury by the 1980s.ĭespite the wealth of competition from rival products such as Mars and Oh Henry!, Coffee Crisp was consistently ranked among the top 10 chocolate bars enjoyed by Canadians. In fact, the gold wrapping with simple red lettering still looks much the same as it did in the 1930s, although the O in “coffee” now has steam coming out of it. In the early years, the market was fairly equally divided between the major players in Canada – Rowntree, Nestlé, Cadbury and local manufacturers, including Neilson – so competition was fierce, and advertising was essential.Ĭoffee Crisp focused on print advertising, and in the 1960s, working with its then-AOR Ogilvy & Mather, came out with the tagline, “Give yourself a better break with Coffee Crisp.” An image of the bar cut in half to reveal the layers inside was positioned next to a steaming cup of coffee.Ī strong and consistent brand image has helped Coffee Crisp’s visibility on the crowded confectionery shelves.
The original coffee-flavoured wafer bar was created in Canada by U.K.-based confectionery company Rowntree in 1939, and by 1948 it was one of the most popular bars on the shelf, along with other leading Rowntree bars, KitKat and Aero. So how did this uniquely Canadian bar reach icon status? It was thanks to a consistent brand message and a couple of very funny old ladies. And Coffee Crisp’s 75th anniversary festivities also involved the launch of a limited edition latte-flavoured bar. Three entrants who submitted their own Canadian moments each won a great Canadian experience of their choosing, worth $10,000.Īs part of the anniversary celebrations, specific packaging was designed for all Coffee Crisp products to call out the heritage of the brand. The partnership with Maclean’s featured 75 uniquely Canadian experiences that were highlighted in the print and online publication, focusing on important historical, sporting and cultural events that resonated with consumers across the country.Īnother part of the campaign was a contest called “Uniquely Canadian Moments” that was supported by in-store displays.
This year, for its 75th anniversary, the Nestlé brand and Toronto-based agency Marketing Core decided to focus for the first time on the Canadian heritage of Coffee Crisp to reignite an emotional connection with consumers.īased around the theme, “There’s no place like home, there’s no bar like Coffee Crisp,” the campaign ran from January to May 2014, and was executed through in-store support, a print and digital partnership with Maclean’s magazine and a partnership with Rogers’ Breakfast Television, arranged by media agency ZenithOptimedia.
It started in Canada, it’s made in Canada and it’s mainly sold in Canada.” “We wanted everyone to remember that Coffee Crisp is a uniquely Canadian original. “We heard a lot of stories from people that love Coffee Crisp and wanted to hear about its heritage,” says Jan Fuller, director of marketing for confectionery at Nestlé Canada. But there’s one that has stood the test of time and reached Canadian icon status, alongside ketchup chips and maple syrup. There’s new players in the market, a slew of product extensions and massive amounts of marketing, with each chocolate bar vying to be number one.
The candy landscape has changed dramatically in the last 75 years. This story appears in the November 2014 issue of strategy.
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