Scholz & Friends Group

The future moving in

[more]

My Ship

[more]

Orchestrated launch campaign

[more]

Campaign in 27 countries

[more]

Balisto, Mars

Task

Balisto is a chocolate biscuit bar made by Mars.
The Balisto brand has enjoyed a high level of recognition ever since it was launched in the 80s. However, due to focussing on other brands, the Balisto brand was not advertised in 2003 and 2004.
In 2005 the Balisto brand was reactivated with the new ?confessor campaign? in magazines and on television.
In 2006 the successful ?confessor campaign? was continued with a strong focus on a product related RTB argumentation aimed at increasing awareness and boosting trial willingness.

Conducting idea

Results

Scholz & Friends? confessor campaign catapulted the Balisto brand back into the (minds and) hearts of consumers, resulting in record-breaking sales figures and market share.
In the category ?chocolate bars? Balisto grew 46.2% (CSV) ? ten times more than the whole category (AC Nielsen, 2006 vs. 2005).
Balisto increased its market share up to 5% and now ranks seventh in the ?chocolate bars? ranking list (AC Nielsen, 2006 vs. 2005).
Even in the whole category ?chocolate confectionary? Balisto belongs ? with the second best result ? to the brand winners in the German retail market 2006 (AC Nielsen, 2006 vs. 2005).
Unaided advertising awareness could be increased from 4% up to 13% (TNS Report, Q3/06 vs. Q3/05).

Back

Agency

The Scholz & Friends Network

Scholz & Friends Berlin is part of the extraordinary internship program