CLIENT
Nestle Australia
Chris O'Donnell, Head of Category and Sales - confectionary
Anna Stewart, Head of Marketing - confectionary
Shmonie Darmo, Brand Manager
Mahsa Emadi, Assistant Brand Manager
AGENCY
Nathan Quailey, General Manager
Damien Pashby, Group Account Director
Sheridan Turner, Group Account Director
Derek Green, Executive Creative Director
Russell Smyth, Creative Director
Andrew Hankin, Associate Creative Director
Andy Cooke, Senior Art Director
Ryan O'Connell, Deputy Head of Strategy
Donna Yan, Planner
SUMMARY
This is the tale of how Soothers, after losing 30% of their distribution, did the unconventional. They bucked the category conventions and made their Achilles heel, into their best weapon. This is a story of how having broad appeal beats being laser targeted.
And how being a Jack of all trades really is better than being a master of one.
But most of all, this is a story about survival….and when you are in the fight of your life, conventional rules don’t apply.
