Nestlé case studies

Nestlé / Star Wars Wars Motion Comic

Challenge

To deliver an on-pack promotion for Q4 2015 in partnership with Disney Star Wars in anticipation of the release of Episode 7.

 

Solution

Upfront worked with Marvel studios to produce exclusive motion comics and a motion comic builder. The promotion was delivered through a bespoke website and accessed via unique codes printed inside cereal packs. To add value to the digital offering a downloadable template was also created to help consumers turn their cereal boxes in to a storm trooper helmet.

 

Results

The promotion featured on 20 million cereal packs in 50+ global markets and 25 languages. The promotion was a huge success and the website received in excess of 1.4 million views over the duration of the promotion. 

 

Nestlé / Animal Planet

Challenge

To create an entertaining and educational content for an on-pack promotion that would encourage new shopper trials of Nestlé cereals and increase loyalty with existing customers.

 

Insight

If our promotion educates as well as entertains 7-12 year old children (the consumer), Mum (the shopper) will feel better about trying and buying the product!

 

Solution

Our unique solution was to build an ‘Edutainment’ promotion that would have mass shopper appeal. This resulted in a partnership with the global brand Animal Planet. We created from scratch 3 bespoke Animal Planet Quiz CDs to encourage collectability and repeat purchase.

* All Packaging and Point-of-Sale designed by Ocean Branding

 

Nestlé / Hot Wheels

Challenge

To create a bespoke on-pack and in-store promotion that would encourage new shopper trials of Nestlé cereals and increase loyalty with existing customers.

 

Insight

The hot toy that year was Hot Wheels. If our promotion entertained 7-12 year old boys (the consumer) then mum (the shopper) will feel encouraged to buy the product.

As an extra bonus, the dad enjoyed the game too!

 

Solution

The games had to have collectability whilst also remaining unique and re-playable. Hot Wheels generated an immediately associated fun factor. Partnering with Hot Wheels we designed 3 different tailor-made Hot Wheels racing games.

 

Nestlé / Joey

Challenge

Drive sales of the ‘Adults’ cereal range, increase trial for Adult cereal consumers and fortify shopper loyalty.

 

Insight

A mass appeal/main-stream content giveaway that would target the core adult demographic of 25 - 40 year old women directly.

 

Solution

We knew that the core demographic were huge fans of ‘Friends’ so we created a promotion around an on-pack DVD giveaway of ‘Friends’ spinoff Joey, which had just completed its first highly successful season on Channel 5. We licensed 3 episodes for 3 different discs (1 episode per disc) to be placed on Nestlé packs, creating a collectable Joey mini-series. This was further amplified through a competition mechanic whereby a consumer could win an opportunity to feature in an actual episode of Joey from the upcoming season.

 

Nestlé / Microsoft Flying Games

Challenge

Nestlé wanted to strengthen the credibility of their on-pack promotions in the ‘kids’ cereal category, as well as promote brand loyalty and new shopper trials.

 

Insight

Children love games. Credibility is gained through the world’s leading hardware and software producer.

Upfront has a wealth of experience in on-pack and in-pack promotional content and concepts. We have been working with this format of promotion for over fifteen years.

 

Solution

We partnered with Microsoft to create a bespoke series of branded children’s flying games for an on-pack giveaway.