Cannes Lions

BRAND & COMPANY PHILOSOPHY

PKP PROXIMITY, Vienna / NESTLE / 2006

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Overview

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Credits

Overview

Outcome

The Maggi packaging launch asking in ads/on-packs “test eater wanted” extended the database (approx. 50,000 new customers).

Clients appreciated the emotional approach with an average response rate to mailings increasing to 19%!!! (+35% compared to prior program)Kick-Off (35,000 - 28%)Maggi Espargus (70,000 - 14%)Maggi Feel Good (35,000 - 14%)After Eight (10,000 - 24%)Nescafe Cappucino (10,000 - 13,7%)Maggi Relaunch (35,000 - 18,9%)Nesquick (10,000 -11% ) Nescafe Gold( 10,000 -16%)Nestle deemed the campaign exemplary on a worldwide basis, not only for its exceptional structure but also expressive emotional quality supporting perfectly the brand values.

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