Nestlé: Ok Nestlé! Tell me more about food.

Vibha Gupta, Jitender Dabas

Food conglomerate Nestlé created a Google Voice-powered knowledge service platform to position itself as a nutritional expert and build brand trust among millennial mothers in India.

Campaign details

Brand: NestléBrand owner: NestléLead agency: McCann Worldgroup Contributing agencies: Digitas, SensforthMarket: IndiaIndustries: Food industry (general)Media channels: Content marketing, Integrated, Mobile & apps, Online video, Print - general, unspecified, Public relations, Search marketing, Social media, Television, Voice, chatbots, Websites & microsites, Word of mouth, influencersBudget: 3 - 5 million

Executive summary

This case presents the story of how Nestlé stepped out of its comfort zone and launched a new service to play a more meaningful role in the lives of its consumers.

A...

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