Nestlé Super Qineng: Super Qineng "associates all kinds of small sensitivities, data empowers to find mothers"

Nicholas Short, Benjamin Condit, Shekhar Khanna

Nestlé Super-Energy 3 is a sub-brand in China’s infant formula milk powder category, focusing on infant allergies, but its current market growth is in a difficult situation. The brand hopes to improve consumers’ awareness and association in anti-allergic aspects Degree, and effectively increase sales.

Case details

Brand: Chaoqinengen 3

Brand owner: Nestle

Main Agency: Mindset China

Secondary agency: Publicis China

Put on the market: Mainland China

Launch time: June 19, 2019-December 31, 2019

Industry: Dairy Products

Media channels: short video platform, video platform, social media, OTV

Budget: 35 million

Case summary

Through analysis and understanding of the actual needs of Chinese mothers when raising children, we realize the importance of the issue of babies' sensitivity. For this reason, we have designed a more efficient communication strategy to meet the different needs of mothers, so...

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