CLIENT
Nestl USA
Doreen ida, VP- Marketing
Steve Pratt, Mktg. Manager
Carol Chilik, Dir.- Mktg. Intelligence
AGENCY
McCann Erickson Los Angeles *Lead Agency
Jan Livingston, Copywriter
Claudia Reyes, Art Dir.
Linda Jackson, SVP- Group Account Dir.
Amy Waldrop, Account Supervisor
Simon Little, EVP- Dir. of Account Planning
Richard Mahan, EVP- Executive Creative Dir.
SUMMARY
In 2003, the infant formula category had changed dramatically and was now polarized between the Premium and Price brands, leaving Nestle's Carnation brand stuck in the middle. To make matters worse, competitive brands started advertising directly to consumers for the first time. To remain competitive in this category, sweeping changes were needed, including branding the line and increasing the price to compete in the Premium segment. Because these changes were risky in the near-term, the campaign needed to minimize sales, share and awareness declines and hold distribution. With a campaign based on the insight that mothers want to do everything they can to build a lifelong relationship with their child- and that feeding time is the ideal place to begin building this bond - results were beyond expectations.
