Nestlé: DANCOW Empowers Mothers to Let Their Kids Explore the World

Nestlé, a food and drink company, embarked on a 360-degree campaign from traditional media to social media, digital, on-ground activation and PR to promote Dancow, a powdered milk, in Indonesia.

Campaign details

Brand: Nestlé / DANCOW Excelnutri+Lead Agency: Mindshare IndonesiaRegion: Indonesia

Strategy

Objective

Nestlé, one of the leading milk brands in Indonesia, re-introduced DANCOW with better formula through DANCOW Advanced Excelnutri+, the latest innovation from Nestlé Research Center that promises three nutritional benefits: protection from illness, brain development and physical growth. After experiencing flat growth in the market, DANCOW #IyaBoleh (Yes, it is ok!) campaign was launched with the objective of making DANCOW the brand of choice in the growing-up milk (GUM) category in the Indonesian market.

Parents play an important role in meeting the...

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