Nescau 3.0
Nescau 3.0

2015, October. São Paulo.

Nescau 3.0

To help consumers reduce the ingestion of sugar has been a commitment for Nescau in the last years.

In 2015, Nestlé’s engineering team managed to develop a new formula with more fibers and less sugar, that kept the same flavour of this iconic product. The challenge became how to launch this product.

At a Mesa, we understood that the future of Nescau is to be a protagonist when the subject is sugar consumption, not only for the market but also inside Nestlé as a company. Nescau is a product that needs to be in constant evolution and Nescau 3.0 is its best version so far.

Our mission

Create and prototype an innovative and proprietary communication format that perfectly translates the decisions this Mesa makes around the positioning of a new  product Nescau will launch.

Premises:
• “Nescau - sugar + fibres” needs to represent 5% of the brand’s volume, which equals R$50M for Nestlé in 2016.
• The positioning needs to consider the new brand strategy for Nescau which sees sports as the main development tool for children.
The result of this work will be presented on October 23rd at 5pm for a group of guests.

The result of this work will be presented on October 23rd at 5pm for a group of guests.

Participants
  • André Oliveira, Trend forecaster at Box1824 NY
  • Beto Shibata, Art Director & Designer
  • Bruno Shintate, Videomaker
  • Ignacio Slocker, Head of Concept at Nestlé Media Lab
  • Janaina Borges, President and Concept Director at Contagious
  • Léo Massarelli, Founder at Questto|Nó
  • Thais Fabris, Founder at 65|10
  • Thais Frazão, Planner Director at Ogilvy
  • Tiago Pereira, Creative Director
Nestlé Participants
  • Adriano Araujo, P&D at Nestlé
  • Demerval Santos, Consumer Insights at Nestlé
  • José Pereira, New Business & Innovation Manager at Nestlé
  • Monica Lopes, Marketing Manager at Nestlé
  • Rodrigo de Marchi, Marketing Manager at Nestlé
  • Léo Massarelli, Founder at Questto|Nó
  • Thais Fabris, Founder at 65|10
  • Thais Frazão, Planner Director at Ogilvy
  • Tiago Pereira, Creative Director
Mesa Team
  • Ligia Giatti
  • Livia Araujo
Job titles and companies may have changed since the date of this Mesa.

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