Cereal Partners Worldwide – Nestle and General Mills SA: #KeepGoing

Nestlé, a food and drinks company, revitalised the FITNESS cereal brand to support women on the journey towards their achievements, which successfully reversed a sales decline in Europe.

Challenge, context & objectives

"Skinny is the new sexy" was the 90's credo. With Kate Moss as the "heroin chic" face of the decade, every woman had an impossible beauty standard to meet.

As you can imagine, in that era, the dieting industry was booming. Brand communications focused on women's bodies and it was all about looking good and slender – whatever the means – which included crash diets and "get thin quick" product

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