Nestlé Nesquik Cereal: The Great Race

Issue:

Nesquik, the #1 global cereal brand, was seeing major sales pressure from private label brands and Kellogg’s kid portfolio.

Insight:

To combat the pressure of private label and Kellogg’s, the brand had been relying on toys and promotional news that were beginning to erode the brand equity.

Solution:

We started by developing a durable promotional platform that inspired product-focused promotions and events including an augmented role for Quicky that was all about product passion (using our Animarketing process). We then developed an event off of this platform that could be executed globally with the ability to be customized and enhanced locally. Based on this, “Quicky’s Great Race” was hard wired to ignite immediate sales and still build Nesquik and Quicky’s brand equity.

Results:

Nesquik grew market share with an incredible 20–34% volume increase in the various regions during the event period

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