What was our strategic communications challenge?
The Big Fish in a Small Pond
For over 10 years, Nestle Breakfast Cereals has had a history of strong, consistent growth in Malaysia. They are the leader in the breakfast cereal category with 85.1% (Source:Cold Cereals NDO8, Nielsen) of market share, yet category penetration for kids cereals remain at 33.4% (Source: Worldpanel™ Malaysia, TNS FY2008) while Nestle Breakfasts Cereals penetration is 27.1% (Source: Worldpanel™ Malaysia, TNS FY2008)
Consumer loyalty is also low, where even the average household in the category purchase cereals on an average of 2.9 times a year (Source: Worldpanel™ Malaysia, TNS FY2008)
The Nestle Koko Krunch franchise forms 61% (Source: Cold Cereals NDO8, Nielsen) of the entire kids cereal category – which is the lead brand in the Nestle Breakfast Cereal portfolio.
To grow, Nestle needed to develop the category by bring in new users and encourage more consumption.
Sweet, Cold and Crunchy vs. Savoury, Warm and Soft
Kids naturally love the taste and fun associated with breakfast cereals, the greatest barrier towards the growth of breakfast cereals in Malaysia is the niggling doubts that mothers have on its “nutritional credentials”. Mothers are not convinced that breakfast cereals are somehow better than the breakfast they are currently serving (Source: Agency Research, 2008)
The ideal breakfast for moms in Malaysia is something savory, warm and soft. In fact, these attributes is often synonymous with being nutritious. Typical examples would include sandwiches, “nasi lemak”, fried noodles and if the morning is rushed, a warm chocolate beverage with bread or biscuits. (Source: Agency Research, 2008)
“ If my child likes it, it can’t be good for them”.
One reason could be mothers reluctance in believing a product that comes in a colourful box which is dominated by a cartoon character, the product comes in shapes that looks like “crisps”, it is predominantly chocolate flavoured and there are multiple “toy” promotions throughout the year (Source: Agency Research, 2008) could be nutritious and good for her children.
What is wholegrain?
In 2008, Nestlé Breakfast Cereals launched a nutritionally improved product, reformulated with whole grain. Leveraging whole grain as a growth driver however was a challenge, as most Malaysian mothers were unfamiliar with the concept of whole grain. (Source: Agency Research, 2008)
Double Trouble
The strategic communications challenge was not only to establish Nestle Breakfast Cereals as a credible kids breakfast option amidst mothers considerable resistance. The challenge was also to explain the benefits of wholegrain cereal and what it can do for her child.
What were our campaign objectives?
Business Objectives
- Drive double-digit volume growth of Nestle Koko Krunch
- Strengthen health and nutrition credentials of Nestle Breakfast Cereals with the introduction of wholegrain.
Communication Objectives
Educate To Persuade Convince And Change Behavior
- Create the awareness that wholegrain is important
- Create awareness that Nestle Breakfast Cereals are made with wholegrain which is a nutritious and modern breakfast option for her child.
What was our big idea?
“Fuel for School”
How did we arrive at the big idea?
“ I do my best everyday to ensure that my children are equipped to succeed in life.”
Mothers believe that they prepare her kids for success in life through her everyday efforts including doing all she can in the morning. She considers breakfast as the most important meal of the day. It helps her children perform better in school, which to her is an assurance of success in life.
Global studies also support that people who eat breakfast do better in memory tests, problem solving and in school. Memory function appears to be linked to blood glucose levels and, whilst
failure to eat breakfast does not affect intelligence test performance, it positively boosts memory tasks such as word recall.
Armed with this knowledge and the understanding that mothers are always looking for ways to help her children perform in school at their peak levels, the big idea was derived.
How did we bring the idea to life?
For the big idea to work it needed to be presented at two levels; the educational and the persuasive. There had to be an element of education that appealed to a mother’s more logical mind while the idea also needed to persuade her that she was doing the right thing; after all we didn’t want her to feel that she was being any less of a mother by serving her kids something out of a box.
The Education Phase
This part of our campaign focused on the qualities of whole grain. A new icon was designed to educate and identify the addition of this new ingredient to mothers. The icon is the main component that bridged all communication material from the packaging to TV commercial for the entire campaign.
To ensure the success of the educational phase, on-ground events and sampling was conducted to involve mothers to create deeper understanding, of the importance of wholegrain, what are its benefits were and why it was important for their school age children.
Print advertisements, outdoor billboards and on-ground events and sampling were also used to announce and educate mothers on the new product ingredient and its benefits.
This created a force multiplier effect amongst moms.
The Persuasion Phase
While education was making mothers come around to the idea of wholegrain, we introduced our TV commercial, which played a pivotal part in demonstrating the benefits of Nestle Breakfast Cereals with wholegrain in a school scenario.
How do we know it worked?
Business Objectives
- The entire Nestle Breakfast Cereal business brand achieved an increase of 18.2%
- The flagship brand franchise, Nestle Koko Krunch saw growth of 23.9%
(Source : Advertiser Data)
Communication Objectives
- Create the awareness that wholegrain is important
- 52% of mothers now agree that wholegrain is very important as a part of their child’s diet.
- Create awareness that Nestle Breakfast Cereals are made with wholegrain
- From 0 to 85% awareness of Nestle wholegrain symbol
(Source: Wholegrain Tracker December 2008, Millward Brown)
Anything else going on that might have helped drive results?
Every year Nestle Breakfast Cereals has global communication activities to drive their core brands under the Kids Cereal umbrella. This consists of running a thematic TVC for each brand and also promotional tag-on’s, which is in-line with the global promotions calendar.
Core brands
- Nestle Koko Krunch: Rollercoaster TVC (March)
- Nestle Koko Krunch Duo: Mirror (April)
Promotional Campaigns
- Batman Promotion: July
- Madagascar Promotion: November
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