$28 Idea Births New Butterfinger(R) TV Commercial

GLENDALE, Calif., Feb. 11 /PRNewswire/ -- Advertising creative can come from anywhere and anyone. That truth was born out through Nestle Butterfinger's "Nobody's Gonna Lay a Finger on My Butterfinger" Video Contest. The winner invested $28 – the cost of two pizzas and a Butterfinger® candy bar. That was enough to launch a new TV ad, which begins airing nationally February 15.

Nestle Butterfinger conducted a national search for creative content through a user generated video contest in 2009. The challenge:  How far would you go to protect your Butterfinger candy bar? The question hit a nerve and more than 600 entries were received.

"We relaunched the brand's iconic tagline, which was made popular by Bart Simpson in the 90s," said Daniel Jhung, Butterfinger marketing manager. "We needed an updated, fresh way of communicating the message, so we allowed Butterfinger fans to take control of the brand and express themselves in a very real way."

The direct approach to get Butterfinger fans involved launched a national marketing campaign encouraging people to democratize the tagline and make it their own. Consumers signed on as Butterfinger FUNterns; actor/comedian Seth Green got involved in one of the nation's first consumer packaged goods alternate reality games; and finally, the user generated video contest -- all of which served to once again bring to life the brand's memorable tagline, "Nobody's Gonna Lay A Finger on My Butterfinger!"

"This approach essentially allowed consumers to talk to each other about the brand they love," said Jhung. "As a result, we got hundreds of new ideas with a wide range of creative interpretation and depth. The content laboratory is getting bigger and bigger."  

The best videos were posted online, people were able to chat about them and vote for the one they liked best, generating a higher level of engagement and a deeper affinity for the brand.  

On the topic of risk, Jhung added, "It isn't an issue when you look at the market research data. The winning ad, entitled 'Phone App,' scored in the top 20 percent of awareness and branded break through.  Truly a quality commercial no matter how you cut it.  More importantly, we didn't choose this ad, consumers voted it #1 and they know best."

Butterfinger's funny, irreverent "Phone App" TV commercial was created by David Markus, a graduate of USC's Film School and an avid Butterfinger fan. He received the $25,000 grand prize and a one-year supply of Butterfinger candy bars. His winning spot, which can be seen at www.youtube.com/butterfinger, will run on TV nationally through third quarter 2010, on Facebook.com/Butterfinger and on Butterfinger's YouTube page, as well.  

About Butterfinger

Butterfinger is a one-of-a-kind candy bar with the crispety, crunchety, peanut-buttery taste people love. No other candy bar comes close to the intense flavor and texture of a Butterfinger. Keep up with the latest news about Butterfinger at Facebook.com/Butterfinger or follow its sweet tweets at Twitter.com/ButterfingerMmm.

Nestle USA

Named one of "America's Most Admired Food Companies" in FORTUNE magazine for the twelfth consecutive year, Nestle USA provides quality brands and products that bring flavor to life every day. From nutritious meals with LEAN CUISINE® to baking traditions with NESTLE® TOLL HOUSE®, Nestle USA makes delicious, convenient, and nutritious food and beverage products that enrich the very experience of life itself. That's what "Nestle. Good Food, Good Life" is all about.  Well-known Nestle brands include: NESTLE® TOLL HOUSE®, NESTLE®NESQUIK®, NESTLE® COFFEE-MATE®, STOUFFER'S®, LEAN CUISINE®, HOT POCKETS® and LEAN POCKETS® brand sandwiches, NESCAFE®, NESCAFE®TASTER'S CHOICE®, NESTLE® JUICY JUICE®, BUITONI®, DREYER'S/EDY'S®, NESTLÉ® CRUNCH®, NESTLE® BUTTERFINGER®, and WONKA®. Nestle USA, with 2008 sales of $10 billion is part of Nestle S.A. in Vevey, Switzerland — the largest food company in the world with a focus on Nutrition, Health & Wellness — with 2008 sales of $101 billion. For product news and information, visit NestleNewsroom.com.

SOURCE Nestle