Nestle: Share your goodness

This case study explains how Nestlé, the food manufacturer, set out to change the perceptions of Indian mothers, who tended to see the company as a producer of 'bad' foods.

Nestle: Share your goodness

Vibha Gupta and Jitender Dabas

Campaign details

Brand owner: Nestle IndiaLeading agency: McCann WorldGroupContributing agency: Zenith Optimedia and Maxus GlobalBudget: 10 – 20 millionCountry: IndiaIndustry: Food industry, marketMedia: Earned media, buzz; Internet - microsites; Newspapers; Online video; Packaging and design; Point-of-purchase, in-store; Social media; Television; Word of mouth, advocacy

Market background and cultural context

Nestlé is a global food & beverage company with century old presence in India. Its portfolio includes milk, curd, noodles, chocolates, soups, coffee along with baby and maternal nutrition...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands