Yorkie trumps Mars in battle of the sexes

Nestlé’s Yorkie has triumphed over Masterfoods’ Mars after both brands relaunched last year to target different genders.

Nestlé’s Yorkie has triumphed over Masterfoods’ Mars after both brands relaunched last year to target different genders.

According to Nielsen data for the 52 weeks ending February 22, Yorkie’s sales increased 28.7 per, while sales of Mars fell 5.4 per cent over the same period. The total singles chocolate category, in which both are classed, increased two per cent, meaning Yorkie has bucked the market trend while Mars has underperformed.

This is despite the Mars relaunch – which sought to attract more female consumers – supported by a £7.5m marketing spend. In contrast, Nestlé backed Yorkie with a £3.5 campaign around the proposition “It’s not for girls” (MW March 28, 2001).

One industry insider says: “Mars is doing all right, though it hasn’t exactly set the world alight. But Yorkie is doing really well.” He attributes the lift in Yorkie’s sales to its “brilliant” advertising.

The news comes as Nestlé launches its plans for the second year of its tongue-in-cheek campaign. Next week a new integrated campaign, created by J Walter Thompson, breaks on television and 48-sheet static and mobile billboards. The activity will be supported by ambient advertising in washrooms and on beer mats as well as covermounts on FHM and Loaded.

Nestlé head of brand marketing Liam Newton says: “We all try to think of ideas to boost brands, but it’s very rare we get growth on this scale.”

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