Nestle Fitnesse Cereal re-engages consumers by reshaping category perceptions from sacrifice to enjoyment
Anthony Caravello, Emil Lownander and Genevieve Cruz
Campaign details
Brand owner: NestleLead agency: McCann SingaporeBrand: FitnesseCountry: SingaporeIndustry Breakfast cerealsChannels used: Online video, Outdoor, out-of-home, Point-of-purchase, in-store, Print - general, unspecified, Public relations, Social mediaMedia budget: Up to 500k
Executive summary
This case study describes how global cereal brand, Fitnesse positioned itself as a solution to help women manage their weight. In Singapore, consumer interest had been on a steady decline over the last few...