Helping consumers reduce the ingestion of sugar has been a commitment for Nescau for years.
In 2015, Nestlé’s engineering team managed to develop a new formula with more fiber and less sugar, but with the same flavour of this iconic product. The challenge became how to launch this product.
We understood that the future of Nescau was to be a protagonist in the conversation about sugar consumption, inside Nestlé as well as in the market.
Nescau is a product that needs to be in constant evolution and Nescau 3.0 is its best version so far.
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.
• “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.