Nestle UK Putting GPS Devices Into Candy Bars

Published in CSP Daily News

Launching in-package "We Will Find You" promotion

VEVEY, Switzerland -- As part of a new promotion, consumers buying chocolate bars from Nestle in the U.K. may find a "satnav" device inside the wrapper, and if they do, a prize team will track them down within 24 hours to hand over £10,000 (about $16,200 U.S.), reported The York Press.

The "We Will Find You" promotion, which will use GPS technology to locate the winners of six prizes, involves four of Nestle's bestselling confectionery products--KitKat 4 Finger, KitKat Chunky, Aero Peppermint Medium and Yorkie Milk.

"Inside six lucky packs, there will be a GPS enabled bar which, when the winner pulls the tab, notifies the prize team who will leap into action locating the winner within 24 hours," a company spokesperson told the newspaper, adding that inside their wrappers, the GPS-enabled bars looked just like normal chocolate bars. "In addition, there are 2,000 £10 [$16.20 U.S.] prizes available to be won online."

He said the promotion will be supported by a £4 million ($6.49 million U.S.) media campaign, including TV, video on demand, radio, posters and online advertising.

Graham Walker, Nestle UK's trade communications manager, told the Press: "Nestle Confectionery is delighted to be first to market with this highly innovative GPS based promotion. We believe this promotion will particularly appeal to men, attracting them to the chocolate singles category and thus driving incremental sales."

Nestle is telling retailers they can expect to see an increased rate-of-sale across the four products and is advising them to stock up and display the chocolates prominently in store, said the report.

Click here to view a Facebook video on the promotion.

The company did not indicate whether it would offer a similar promotion in the United States.