There is some speculation as to what, these days, constitutes a special occasion and some suspicion of ‘crusty lords and bejewelled hostesses’. Does the modern woman have a different set of values in a different lifestyle? Does the After Eight concept need revamping without repositioning? Whatever happens, the company, even though part of Nestlé, will stick to the Rowntree MacIntosh principles and guidelines as laid down in 1985 in terms of product, position and advertising. Or will it? The answer, up until the time of writing, seemingly is yes, but while the dinner party concept has been retained, new advertising injects humour into the situation to target a slightly younger audience. The packaging has changed, away from its dark green and gold box, so it appears to be a makeover rather than a change in direction. In terms of international brand configuration, consider the positive and negative effects on Nestlé brands from the marketing environments and its own behaviour. Outline what you see as plus points in Nestlé brand stewardship. Nestlé clearly wish to protect the brand against ambush, as can be seen by their unsuccessful bid to stop the brand

‘After Sex Mints’ being registered in the UK. It was found that the word ‘sex’

would be unlikely to be heard as ‘eight’. And, after all, the brand name After Eight was derived, allegedly, from a brand called After Six, albeit for a shirt!