Nestlé: Super Relatable Super NAN

Infant milk formula brand Super NAN leveraged AI and big data through partnerships with leading digital platforms to raise awareness and drive sales in China.

Campaign Details

Brand: NestléAdvertiser: NestléAgency: MindshareCountry: China

Campaign objectives & challenges

As a challenger brand specializing in allergies in China's heavily competitive Infant Milk Formula (IMF) category, Super NAN faced fierce competition from large players who controlled over 70% of the market. The Super Premium Infant Milk Formula category, to which Super NAN belongs, had been growing year on year. Yet, despite this, Super NAN's growth had been stagnant over the last five years.

Source: Mintel, Infant Milk Formula; Nielsen Retail Measurement Tracking)

At the same time, Super NAN faced other macro pressures,...

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