CLIENT
Nestlé (China)
Stephanie Lim, Head of Marketing, Nestlé (China) Ltd.
Winnie Yang, Brand Manager, Nestlé (China) Ltd.
Jennie Yan, Brand Manager, Nestlé (China) Ltd.
AGENCY
Genevieve Kwek, Senior Account Director, Ogilvy & Mather Beijing
Graham Fink, Chief Creative Officer, Ogilvy & Mather Beijing
Arvind Srivastava, President, Strategic Planning, Ogilvy & Mather Beijing
Callum Ng, Senior Art Director, Ogilvy & Mather Beijing
Jeremy Webb, Vice President, Ogilvy & Mather Beijing
SUMMARY
If you are familiar with China, the words ‘food advertising in China has to be rational; it should demo the product and show the origin’, will ring frustratingly true to you.
Well, this case of a humble/struggling Ice Cream named Nestlé “Chengzhen” (Meaning: “Real”) debunked this theory and literally turned the category conversation on its head by embracing ‘irrationality’, reversing a 3-year negative growth, to deliver +16% in a year when the Ice Cream category itself grew around 4.5%.
