Nestle BNN: BenNaNa Brings Magic Fun

This case study describes a campaign in China to promote BenNaNa, an ice cream brand owned by Nestlé, which targeted children with digital marketing.

Nestlé: BenNaNa Brings Magic Fun

Ogilvy Beijing

Entry Information

Country where program ran: ChinaProgram start date: 04/15/12Program end date: 09/15/12Advertiser/Client Name: NestleProduct/Service Description: Nestlé BNN is an ice cream with peelable jelly skin. It is eaten just like a real banana-you take a bite from the top of the peelable jelly shell, which you then roll down like a banana skin to reveal an ice cream core.Category: Product Manufacturing and Distribution (PMD)

Strategy

Business problem

For such a sweet treat, ice cream is one tough category in China. It's...

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