Campaign India Team
Jul 13, 2016

Munch Nuts spins flavourful tales to explain its roots

Watch the ad film conceptualised by J. Walter Thompson here

Nestle has rolled out a new campaign for its range of Munch Nuts chocolate which was launched at the start of the year. The films have been conceptualised by J. Walter Thompson.
One of the films (above) features two young women enjoying a bar each of the chocolate. One of them labels it 'insane' and wonders how the taste varies between peanut creme, nuts, chocolate and crunchy wafer. Her friend concocts a tale to explain the chocolate's origins: she says that over a thousand years ago, a peanut meteoroid occurred which caused rivers of peanut cremes to be created. Animated visuals show that when everyone ran for cover, crunchy wafers emerged from the ground. Then, a humongous chocolicious asteroid struck the Earth, she claims. These occurrences caused the creation of the chocolate, she surmises. After hearing the story attentively, the other girl thinks for a moment before rubbishing the story. The film ends with the voice over introducing the chocolate and says, 'You'll go nuts about it.'

Another film follows on similar lines with the story of a peanut creme comets colliding with crunchy wafer spaceships, and features two young men.
The films have also been made in Malayalam, Telugu and Kannada.
Senthil Kumar, CCO, J. Walter Thompson, said, "Munch Nuts: You will go nuts about it. And that's the proposition that is making consumers go nuts about this brand new nutty chocolaty Munch. To ensure that the communication captures the popular culture of weaving a tall tale about something that one loves and wants to talk about, these campaigns showcase two guys and two girls going nuts on a narration of how these crazy chocolate bar were made through two different nutty executions. From the Big Bang Theory to the Dawn of the Chocolate Age post doomsday prophecies, the intent is to create and trigger crazy conversations around the brand and this is just the beginning and we won't be stopping until you go nuts about it."
The films were published on Nestle's social media channels on 4 July 2016.
Client: Nestle
Agency: J. Walter Thompson
Chief creative officer: Senthil Kumar 
Creative team: Sayantan Choudhury and Sumonto Ghosh 
Account management team: Saurabh Saksena, Neetika Aggarwal, Hardik Anand, Anirban Poddar
Account planning: Pinaki Bhattacharya
Agency producer: Mandeep Singh
Production house: Early Man Films
Director: Ayappa
Campaign India

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