How Yahoo! helped Butterfinger build a home for its customers online with a comedy video network
Nestlé wanted to connect with its Butterfinger candy bar customers and its comedic heritage online, but it didn’t rely on traditional digital advertising to do it. Instead, it worked with Yahoo! to build a home online for its customers: a video network where they could watch funny videos.
Nestlé wanted to maintain the Butterfinger brand’s comedic heritage while bringing its appeal up-to-date, especially among the candy bar’s core customers. “Humor is part of our brand equity,” says Daniel Jhung, Marketing Manager, Nestlé Butterfinger. “We wanted to get broad reach to our target consumer, align ourselves with them and with the kind of irreverent humor they identify with most.”