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GPS Enabled “Prize Packaging”

Nestle has mounted an edgy contest in Britain and Ireland which gives a whole new meaning to the words “prize package”. The promotion, called “We Will Find You”, features GPS tracking devices embedded in the wrapping of six of its Aero, Kit Kat and Yorkie candy bars.

When one of the six winning candy bars is unwrapped, the GPS device activates and signals its location to a designated Nestle “prize team”. The delivery team will then descend upon the location by helicopter within 24 hours, outfitted in what looks like SWAT uniforms with helmets, and deliver the lucky winner a cheque for £10,000 (about $16,000 CDN).

Nestle will spent about $6.5 million on the huge “We Will Find You” promotional packaging campaign in the UK. Smartphone users can scan a code to check how many GPS chocolate bars are still unfound, as well as enter a smaller contest to win £10.

The promotional packaging was launched in September, and the contest will run into June of 2013. “We believe this promotion will particularly appeal to men, attracting them to the chocolate singles category and thus driving incremental sales,” a Nestle representative is quoted as saying.

The unusual and slightly controversial campaign is being criticized by some as “creepy”, “big brother-esque” and even “sinister”. Others are calling it a modern version of Willy Wonka’s Golden Ticket. To view the much-talked-about commercial on YouTube, visit Nestle’s We Will Find You.

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