BACKGROUND
“Nestlé now becomes a breakfast company. We now have products that can be part of one’s breakfast,” Suresh Narayanan, Nestle India’s chairman and managing director, (Live Mint, 8th August 2018).
Nestlé India is looking to position itself as a complete marketer of nutritious breakfast products to capitalise on this growing market. India’s breakfast cereal market is forecast to grow to Rs 2,610 crore by 2020 from Rs 1,440 crore in 2015, (Euromonitor International).
This is the first time that Nestlé wants to own a meal occasion – “Breakfast” with a range of food and beverage products from across its portfolio, that are especially designed for the breakfast occasion.
CHALLENGE
The Nestlé breakfast portfolio includes, Nesplus Breakfast Cereals, Nescafe Coffee, A+ Milk, A+ Grekyo, Maggi Oats Noodles, Nescafe Cold Coffee Can and Milo Tetrapak.
UNIFIED BREAKFAST PROPOSITION: How do we communicate this portfolio of Good Breakfast products through a proposition that unifies the various brand identities?
Each of these products has unique benefits. For example, Nesplus offers Vitamin D, calcium, B-Vitamins, iron, folic acid and fibre, making it a tasty and nutritious addition to the breakfast table. Milo contains Calcium and Vitamins that give energy to play sports. Nescafe coffee gives a stimulating start to the day.
MASS PERSONALIZED BREAKFAST PAIRINGS: How do we make it easy and intuitive consumers who are looking for nutritious and convenient breakfast solutions to pick and pair their perfect breakfast combination or trio from this rich and diverse basket of products?
Nestlé intends to be at the forefront of delivering nutritious breakfasts, so the question is – Now that Nestlé has a powerful breakfast portfolio, how do we occupy the space of being “INDIA’S GOOD BREAKFAST COMPANY”?
AUDIENCE
Young Urban Indians living in top 20 cities, who feel hungry in the morning.
Consumers who are conscious of eating wholesome nutritious breakfasts, but do not want to compromise on taste for health. They want easy convenient breakfast solutions that are modern and healthier than traditional heavy breakfasts.
CONSIDERATIONS
With the Nestlé range of breakfast products, how can we own the occasion of breakfast so that all of our products come in to consideration.
How can Nestlé create a permanent bond with Indian families so that our brands (and future brands) become a mainstay at breakfast time.
Leverage nutrition bene ts of the products so that our breakfast brands are inextricably linked to goodness (Nutritious choices).
Position Nestlé as the breakfast company.
DELIVERABLES
A big creative idea that will accomplish the aim of Nestlé owning breakfast.
Create an unmissable, powerful and clutter-breaking visual language and tone of voice that can work across all brand touchpoints and mediums.
Design three applications, showing how Nestlé will communicate with the consumer. These applications could be found in store/retail, on digital/ social platforms or across communications channels.
SUBMITTING YOUR ENTRY
- Post 1-6 A2 Presentation Boards, or
- Upload a PDF
- Your entry should include a written document guide, and Google Drive or Dropbox links to your source material.
