Nestlé Crunch Revamps Recipe With Social Media And Olympic Athletes

When historic brands undergo change, they must establish a delicate balance between leveraging a strong traditional foundation with the perception of modernity.

For the much-loved Nestlé Crunch Bar, changing its 60-year-old recipe could result in coveted success or a level of failure reminiscent of the New Coke debacle.

To promote its new product, Nestlé has enlisted speed skater Apolo Anton Ohno and gymnast Shawn Johnson, two award-winning athletes that are representing America in the Olympics. Nestlé uploaded videos on YouTube that frame an ingredient debate: Ohno skates to support chocolate, but Johnson flips for the crunch. With the help of social media and brand ambassadors, Nestlé hopes to involve consumers in the “Crunch Challenge.”

Cherri Joh, marketing manager for Nestlé Crunch, said the campaign also taps into Nestlé's heritage. “It’s about the kid in you, no matter what your age is, and really taking a moment to enjoy the lighter, fun side of life. Crunch has a permanent place in people’s memories."

Though the YouTube videos debuted merely two weeks ago, they have already garnered more than 1.5 million views. Interestingly, Nestlé felt compelled to broadcast the athletic tug-of-war after hearing actual debates over the product between Ohno and Johnson.

Facebook users can also join the debate, as the brand will award 1,000 free Crunch Bars each day to contest winners. Consumers can also win additional prizes by joining “Team Chocolate” or “Team Crunch” and playing a branded trivia game.

Nestlé hopes that its strategy will effectively combine the candy bar's classic appeal with modern social networking and marketing platforms. Details on the exact changes to the popular recipe, however, are hard to find.