THE PROBLEM When Nestle introduced Nesquik Ready to Drink (RTD), it faced considerable challenges. The Nesquik RTD product was the latest entry into a competitive market vying for acceptance by perhaps the most difficult target to reach, males 12-24, a target that is always “on the go.” And even more daunting, Nesquik’s two major competitors historically outspent the brand in annual media expenditures. SOLUTION Devise an innovative media plan to overcome these challenges while leveraging the portability of the Nesquik RTD product to the mobile, male 12-24 market. Outdoor was considered an excellent medium to reach this “on the go” target.
When we set out to launch our new plastic bottle we had the challenge of not only reaching the 12-24 male target, but reaching them near where a majority of purchases were made–at c-stores. The plan combined traditional outdoor elements such as 30–sheets and 8–sheets with non-traditional elements such as wild postings, c-store posters, aerial media and wrapped buses to cut through the clutter. The outdoor program was extremely effective at visually demonstrating the benefits of our new bottle (grippability, gulpability and portability) to our target consumers. In the six months following the launch of the 16 oz. bottle, Nesquik consumption increased +111%! – Reid Leslie Nestle’ Nesquik Marketing Manager Nestle’ USA
Background: Nesquik first appeared on America’s grocery store shelves in 1948. Since then Nesquik has been America’s #1 flavored milk, most recognized by the brand’s bunny icon touting the product’s great taste and easy use. After more than 50 years as a household name, it was time to contemporize the brand. The Nesquik RTD product was introduced in a convenient, fun, and resealable bottle perfect for today’s “on the go’ lifestyle of it’s primary target, males 12-24. This target is considered one of the most elusive, cost-inefficient consumers to reach through media by many planners. In addition,...
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