Nesquik: Mamapedia

This case study highlights a social media-focused campaign that challenged negative cultural prejudices against Nesquik, a breakfast cereal brand, among parents of children in Saudi Arabia.

Nesquik: Mamapedia

Aakriti Goel and Tahaab Rais

Campaign details

Brand: NesquikBrand owner: Nestle & General Mills CPW (Cereal Partners Worldwide) Lead agency: FP7/DXB (Part of McCann Worldgroup)Country: United Arab EmiratesIndustry: Breakfast cerealsChannels used: Content marketing, Online video, Packaging & design, Point-of-purchase, in-store, Product placement, Public relations, Social media, Word of mouth, advocacyMedia budget: Up to 500k

Executive Summary

Breakfast cereals for children in Saudi Arabia, such as Nesquik, were perceived to have low nutritional benefits, especially compared with traditional Arab food. They weren't considered to be too...

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