CLIENT
Nestle
Camila Nunes, Head of Marketing & Prime
Lillian Dakessian, Head of Brand & Mass Marketing
Lara Camargo, Senior Marketing Manager
AGENCY
Wunderman Thompson (Brazil) *Lead Agency
André Prestes, Copywriter
André Petrini, Art Director
Luis Marchesi, Media Manager
Guilherme Gentil, Planning Manager
William Martins, Account Manager
Valeska Morelle, CCO
Stella Pirani, CSO
Vitor Amos, Head of Planning
Laura Loh, Planning Supervisor
Renata Dall'Onder, Executive Business Director
Jayme Neto, Account Executive
Victor Casimiro, Media Director
Jessica Regueira, Media Supervisor
Vivian Pizani, Media Planner
Fernanda Domingues, Producer
Flavio Colella, Producer
Leandro Iacovone, Producer
SUMMARY
NUTREN SENIOR, a supplementation brand focused on those aged 50 and above, achieved historical share records, establishing itself as the leader and driving force behind the entire category (previously of very low penetration). All of this was accomplished through a plan that challenged the role of seniors in communication, contradicting the indifference of other brands. With a perspective that demystifies stereotypes and brand actions that serve the consumer, the plan achieved unprecedented results in sell-in, sell-out, market share, but most importantly, connection and identification with the 50+ audience.
