Ever since its early beginnings in the 1950s, Turtles has marketed its chocolate, caramel and pecan-encrusted treats as a “holiday must-have.” The Nestle brand’s association with the festive season is a given for many older Canadians, but as the next generation begins to take over holiday and family traditions, Turtles is looking to have more meaning among younger consumers, Ashley Edelstein, marketing director at Nestlé, tells strategy.
Enter the “Turtleneck” commercial – and literal Turtleneck cardigan that quickly sold out online – which features an “overwhelmed holiday hero” caught in the commotion of a family gathering around the dinner table. As the chaos arises, so too does the Gen Zer’s turtleneck, enabling him to find a moment of refuge with a bite of Turtles chocolate. Tucked into his shell, the first bite helps to slow him down and reclaim some calm.
“This new spot was developed with younger generations in mind, considering how they might experience holiday moments that prompt a need to slow down,” says Edelstein. “We knew it was important to put the brand in a holiday moment that was relatable so that consumers could see the brand from their perspective, rather than as their parents’ brand. This spot hit the must-haves for our team: relatable, emotional and meaningful for both consumers and the Turtles brand.”
Nestlé wanted to ensure there is a connection and reason for consumers to consider Turtles during the holiday season, Edelstein says.
“This time of year can feel like a whirlwind for all of us when many brands are communicating and competing for consumers’ attention,” she explains. “It’s critical for us that when we communicate, we are making an impact for our brands and ensuring strong ad recall, and brand link and that our message resonates with consumers.”
Spearheaded by Courage, the new campaign was directed by Justin Abernethy of Spy Films and draws inspiration from holiday classics like Home Alone and Christmas Vacation, set to the familiar Carol of the Bells. The campaign kicked off with a 45-second OLV cutdown, followed by a 30-second spot, which will run through until the New Year.
Thrive led the media for the campaign.
