Although it has been perceived as a children's brand, 60% of Milkybar singles purchases are by adults for their own consumption, claims Nestlé. With this in mind, it is targeting the 'kidult' market.
TV advertising will kick off on August 2 for four weeks and will show footage of adults dressed as the Milkybar Kid. There will also be an outdoor poster campaign, plus an online competition where consumers can audition to be the Milky Bar kid.
Milkybar Raisin & Biscuit is available to order from July 26 and replaces Milkybar Chunky.
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