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News - Chocolate Companies to go Head to Head in Upcoming Super Bowl

Oct/2013

24

Chocolate Companies to go Head to Head in Upcoming Super Bowl

The infamous Reese’s Peanut Butter Cups is about to get some sticky new competition from Bart Simpson-backed Butterfinger. The Nestle brand has bought a Super Bowl spot promoting a new peanut butter cup version of the classic candy bar that will launch in January.

While he has been the face of the Butterfinger campaign for years, Bart will not appear in the Super Bowl spot, said Butterfinger Brand Manager Jeremy Vandervoet.

“He was considered, but the brand wanted to do something much broader than going back to the Simpsons, which are a little old,” Vandervoet said. The 30-second ad, which will run in the second half of the game, is still under production, but is expected to keep the brand’s clever personality.

The development of the new “Candy Cup” marks a new phase in the candy-bar wars on a couple of different levels. For one, Butterfinger is aiming squarely at Hershey Company’s Reese’s Peanut Butter Cups, the top-selling chocolate brand in the U.S. (estimated more than $2 billion in sales for 2013, according to Euromonitor International). With the Super Bowl spot, Butterfinger will also be going against Mars, which in recent years has been the only candy marketer advertising in the game. This year Mars’ spot will feature either M&Ms or Snickers.

Nestle says the new Butterfinger Peanut Butter Cups, which will hit stores in January, are the biggest product launch in history of the candy bar, which was created in 1923 and bought by Nestle in 1990. The campaign will more than double last year’s spending and also include ads in the Major League Baseball’s All Star Game and the Daytona 500.

Butterfinger is positioning the extension as taking the “classic peanut butter and chocolate combination to a whole new level.” The cups will be filled with smooth peanut butter and include tiny bits of Butterfinger’s familiar formula of a sugary sweetness mixed with peanut butter and a flakey orange crust. The cups will also have a square shape, as opposed to Reese’s circular mold.

The Butterfinger brand has only 1.9% share of the chocolate category, where it has been stuck in 13th-place. Behind Hershey’s Company, M&Ms is number two, and Snickers is number three.

Do the Butterfinger cups stand a chance?  For buyers to switch permanently, Butterfinger will have to taste pretty amazing, simply because the “Peanut Butter Cup” name has been permanently set by Reese’s for the last few decades.

Hershey’s Company said it has no plans get into the Super Bowl, according to a spokeswoman. Mars declined to comment.

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1 Comment for Chocolate Companies to go Head to Head in Upcoming Super Bowl

Allan | July 1, 2014 at 9:41 am

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