CLIENT
Nestlé Australia
1. Anna Stewart - Business Manager - Dairy Oceania
2. Josh Wheeler - Marketing Manager - Dairy
3. Christine Le Maitre - Senior Brand Manager - Dairy
AGENCY
1. Gavin McLeod - Executive Creative Director
2. Andrew Hankin - Creative Director
3. Andy Cooke - Creative
4. Damien Pashby - Group Account Director
5. Natalia Fallas - Account Manager
UM Australia
Briar Rowsell - Senior Client Director
Red Havas Australia
Reema Babakhan - Practice Head
SUMMARY
Few categories have exploited the learnings of effective marketing better than FMCG. For a company like Nestle, the ability to build their brands by following best practice has been fundamental to their success. However, the more well-established the principles of effectiveness become, the more risk-averse marketers become, leading to a loss in experimentation. This paper outlines how Nestle rediscovered its appetite to create experimental marketing and in turn, reignited a nation’s desire for an 80-year-old brand.
