Ferrero Rocher lights up the festive season

To launch the Christmas party season in 2009, Ferrero Rocher will host an artistic light installation at Customs House for Sydney-siders over two weeks, titled the Ferrero Festival Of Light.

Inspired by Ferrero Rocher’s gold pralines and Christmas pyramid shape, the light show will use a technology that has the ability to read the architecture of the building and highlight the exterior design of the Sydney landmark, transforming Customs House for two weeks.

In 2008, Australians consumed 83 million Ferrero Rocher pralines from October through to December, and with a strengthened integrated marketing campaign for the festive season in 2009, Ferrero hope to exceed last year’s results.

Above the line, Ferrero has bolstered its TV media spend by 42 percent and extended the airtime by six weeks, as well as activating point of purchase digital screens.

Below the line, Ferrero Pralines has increased its focus on consumer, which will be achieved through experiential, sampling and PR channels.

Ferrero Australia’s group brand manager, Marta Bako said: "To maintain our number one value share for Ferrero pralines this year, we’ve strengthened our 360 degree marketing campaign."

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