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| Nesquik Ready-To-Drink Roadshow 2003 |
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| Over the past 40 years, Nesquik has grown into a very profitable franchise for Nestle Canada. The product is present in over 48% of Canadian target households (target defined as a HH with at least one child 4-12 years old) and enjoyed annually by Canadians over 290 million times. However, the brand sorely needed to broaden its appeal beyond the historical core target of kids 4-12. Fast tracking more "adult" beverage products was required as well, Nesquik and its icon "Quiky" would need to speak to a more hip audience if the franchise was going to enjoy significant growth. To that end, Nesquik Ready-to-Drink was launched in May 2003 in Canada. Launched 3 years previously in the United States, Nesquik RTD is a 375ml pre-mixed chilled serving of Nesquik aimed squarely at a target of males 18-25. |
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| Like all new products, Trial was marketing objective one. Nesquik RTD had two principal barriers that communication could address. 1) Lack of awareness of the product & its new flavours, 2) The perception of Nesquik as a kids product and not cool enough for the target. Standard mass communication would not generate sufficient interest with the available budget, nor would it allow sampling — a pre-requisite for a brand new product. The product had to be seen to be cool and it had to be in a venue deemed cool by the new audience. |
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| An integrated PR, event, promotion and Out-Of-Home campaign was developed to launch Nesquik RTD. At its core was a 20ft branded Nesquik RTD bottle that would participate at local market events from coast-to-coast. PR in local markets focused on the promotional component of the campaign — a chance to win a place in the Guiness Book of World Records for "the world's fastest chocolate milk chugger" — and drove interest in the 20ft bottle. At local events, the replica bottle was used as a 20ft climbing wall which contestants had to scale after consuming a bottle of Nesquik RTD. The fastest climber each day won an opportunity to compete in Toronto for the final Guiness World Book of Records Challenge. The climbing component was added to contemporize the Nesquik brand and to provide a more adult brand experience. The bottle also provided an opportunity for mass sampling at each event, another objective of the Roadshow. A national OOH campaign ran simultaneously and was developed to drive mass awareness of the new RTD product. Finally, promotional TV media was developed by the Canadian version of MTV to further enhance the appeal of the program amongst the new 18-25 audience. |
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| Over a 6-week summer tour, the Nesquik RTD Roadshow garnered over 50 media hits from PR with a media value of approximately $400,000 dollars. Over 215,000 consumers were sampled and over 2,500 consumers climbed the bottle. Sales of Nesquik RTD remained strong throughout the launch period and met client objective. At the end of the Program, awareness of the new product remained low suggesting that an updated version be developed for 2004*.
* - a smaller version of the Roadshow did run the following year and was executed by MacLaren's event division. |
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