Excella Gold: Fun Waze to learn: Nestlé Excella Gold case

Excella Gold, a Nestlé brand of infant formula milk, partnered with navigation app Waze in Mexico to increase brand awareness among parents by increasing environmental stimulations for infants.

Campaign details

Brand: Excella GoldLead Agency: McCannRegion: LATAM

Strategy

Objective

Nestlé Excella Gold was launched on the market in 2015. This release was not communicated massively so, by the time this campaign was developed, the level of knowledge reached 25% and the level of consideration: 3%.

In addition to going through a business situation like the one described above, Nestlé Excella Gold had to face a category dominated by brands of pharmaceutical origin. The lack of this guarantee reduced the competitiveness of the brand's promise, so in an effort to reverse this fact and increase...

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