Nestlé Case Study
Overview
This is the "Lebih Kebaikan, Lebih Nilai" annual campaign for Nestlé & Lotus’s – a Total Corporate range of Brands (except Infant Milks Stage 1&2) – was kicked-off in 2021 only at Lotus’s outlets nationwide from 3rd to 19th September 2021.
That’s when Nestlé launches its campaign, the nation is facing lockdown during Covid-19 pandemic crisis. Most of the businesses were closed except necessities business remain opened to cater shopper needs with strict SOP compliance. Cost cutting and buying power are becoming highly unpredictable. To counter such situations, we’ve developed a unique adaptive planning strategy for Nestlé. With this strategy Nestlé Brand Team split the campaign into 2 activations which is ”On Ground” & “Online”.
This fundamental change of consumer behaviour allows us to share "more goodness" of Nestlé products and encourage more savings". Ultimately, we’ve designed a series of limited-edition of Tabung (Coin Box) vintage as the focus of this campaign.
Nestle MILO®
Services
Activation Strategy, Planning & Creative; Events & Roadshows; Promoter Management
Overview
With the consumption of Milo dipping, especially among young adults, Nestlé needed a strategy to spur its consumption, over coffee, tea and other beverages.
Insight
We needed to make the target audience, young adults, believe that Milo was still relevant to their lifestyles.
Solution
Conducted Milo Breakfast Challenge Roadshow in high traffic areas with young adults — office buildings, tertiary institutions, LRT stations — with the theme "Are you up for the day?" Participants were assessed on their alertness and focus at the start of the day with lively, fun Kinect and iPad games.
Achievement
The 100 roadshows conducted proved a success, with all KPI met or exceeded, which led to Always being awarded a second project, the Milo "Ready Breakfast Go!" Roadshow.
Nestlé Crunch Wafer
Services
Activation Strategy, Planning & Creative; Events & Roadshows; Promoter Management; In-store Activation; Visual Merchandising; POSM Management
Overview
To manage in-store activation, introducing consumers to the new Nestlé Crunch Wafer Nuts.
Insight
Nestlé Crunch Wafer was first launched in 2011 with Nestlé Crunchy Bite Wafer (chocolate variant) and has since expanded into two other variants, strawberry and caramel. To revitalize the brand, there launched Nestlé Crunch Wafer Nuts in 2019, as research found that peanuts were the second most popular nuts in ASEAN countries.
Solution
Our promoters were equipped with a strap-on promotional board and a mobile tray to work the floor, which allowed them a more proactive stance in engaging consumers. They are professionals carefully selected and trained to carry out product sampling.
MAGGI® CukupRasa™
Services
Activation Strategy, Planning & Creative; Events & Roadshows; Promoter Management; In-store Activation; Visual Merchandising; POSM Management
Overview
To manage MAGGI® CukupRasa™ Roadshows nationwide, from creative ideation of the roadshow design to production of the entire setup, also providing quality and trained promoters and assistance in the setup and dismantling of booths.
Solution
We designed a display panel showcasing all the fresh ingredients used to create MAGGI® CukupRasa™ to help consumers better understand it. We’ve also engaged MAGGI® CukupRasa™’s Ambassador in a cooking demonstration which showcased the ease of preparing a tasty meal with MAGGI® CukupRasa™. Furthermore, we’ve employed the Taste Test Challenge using the simple omelet for consumers to compare the taste between Brand X and MAGGI® CukupRasa™.
Nestlé Fitnesse
Service
Activation Strategy, Planning & Creative; Events & Roadshows; Promoter Management; In-store Activation; Visual Merchandising; POSM Management
Overview
To manage Nestlé Fitnesse Office Raid in the Central Region, from creative ideation of the roadshow design to production of the entire setup, also providing quality and trained promoters and assistance in the setup and dismantling of booths.
Insight
- To create an attractive sampling concept which will entice the working class to stop by the booth during working hours.
- To select high-traffic areas (office buildings) with space available to conduct the roadshow.
Solution
We developed the ‘DIY Breakfast’ concept where consumers can select up to 3 toppings to add to their cereal to make it more wholesome in nutritional benefits. We worked alongside our trainers to determine the toppings that best fit the Nestlé Fitnesse range such as almond flakes, dried cranberries, walnuts and pumpkin seeds.
LACTOGROW®
Services
Activation Strategy, Planning & Creative; Events & Roadshows; Promoter Management; Visual Merchandising; POSM Management
Overview
To manage Nestlé LACTOGROW® Karnival Ria Concourse Event, from creative ideation of the roadshow design and activities to production of the entire setup, also providing quality and trained promoters and assistance in the setup and dismantling of booths.
Solution
We devised a compelling shopping journey that highlights the 4 dimensions of happiness through different forms of activities (each in its own area).
- Healthy Happiness: An area for sampling and product detailing
- Social Happiness: An area for ‘Digital Dance’, an activity participated by both parent and child to incite bonding
- Active Happiness: An area installed with a mini slide and a ball pit
- Intelligent Happiness: An area for ‘Digital Colouring’ which transforms the coloured illustrations into interactive characters