Nestle Download Promotion
In the fiercely competitive confections industry, Nestlé wanted to create awareness among high school and college students with respect to four of their key brands: Baby Ruth, Nestlé Crunch, SweeTARTS, and Butterfinger.
Nestlé’s goal was to leverage music and hip developing artists to provide invaluable cachet to the target demographic for these associated confectionery products.
Pat and his team developed the first-ever 1 million song download program (in 2003), providing cleared artist images on 100 million candy wrappers, streaming new music and movie trailers along with video game promotions to create a compelling online experience. This ground-breaking initiative was the first of its kind, and the only download program for years to come, that would successfully avoid hacking.