2. The Story so far
•Nesquik was launched as a
powdered chocolate flavoured mix
in the US in 1948 as Nestle Quik
•In the 1950s, it was launched in
Europe as Nestle Quik
•The Quik Bunny was parodied in
the animated television
series Drawn Together episode
"Unrestrainable Trainable" where
he was found engaging in sexual
activity with three of the main
characters, and stunned at the
contents of his "chocolate milk“
•A promotional comic
with Superman was introduced to
promote the drink amongst kids
•The Adventures of Quik
Bunny comic was introduced as
well

3. Vox Populi – We asked a few people. . .
•Nesquik? What’s that?
•Haan maine dekha hai!
•Nesquik? Is it something
like Fevikwik?
75% people were not aware of Nesquik
•Must be expensive
•Low fat? Really?
•Chocolate drink?
Healthy?
•Huh? I have never heard of
Nesquik!
•Yes, yes, woh Nestle ka Nesquik?
•I have it as often as I can!
•Oh is that yellow thing a
chocolate drink?
Out of the 25% who are aware of Nesquik, only 5%
consume it on a regular basis
And < half are aware of
variants available
INSIGHT:
“A brand like Nesquik, was lacking in capturing market share & TOM recall because of low
awareness about the brand & no promotional activity done for the same. These factors are
extremely critical to improve sales & we have therefore aligned our strategy towards it.”
OBJECTIVE:
Our primary objective is to increase awareness of the brand Nesquik that will lead to TOM recall
& increase in sales. The ultimate goal is to make Nesquik a synonym for Chocolate drink

4. Target Group:
Demographics: 15 + Male & Female
Psychographics:
People who love chocolate but are health conscious at the same time, they are also
experimental, adventurous, dynamic and constantly on-the-go
Market Prioritization:
•Considering that brand awareness among our Target Audience is low, the immediate
objective of our campaign is to spread awareness about Nesquik & trigger trial among TG
•The mid term objective triggered through this campaign is to bring Nesquik in the
consideration set of the TG when they think of alternatives to non colas
•The long term objective is to deepen the consumption of Nesquik & build a loyal customer
base that will also trigger word of mouth
•Our current focus is on the eight metros to achieve our objective
•Nesquik comes in six different flavours in a wide range of SKUs and has variants like No
Sugar and Low fat
•The eight metros are heterogeneous in their composition of target audience, which means
stirring up trial amidst people who have different tastes will be easy
•On these grounds we are choosing these markets as our priority to start off with
Audience & Market

5. Resurrect
Nestle needs to restart by making their audience aware about Nesquik.
The ultimate goal is to acquire space in the consumer’s mind as a synonym
for chocolate drink.
Our strategy is in sync with the brand identity of Nestle and it will add to
the already established brand equity.
Awareness
-The main idea is to
create a buzz
around the brand
by creating a
mystery character
and building stories
around it
Engagement
-The brand mascot of
Nesquik is a bunny,
we want to play
around the idea of
grabbing attention
and engage the
youth by projecting
the bunny as the new
playboy bunny in
town
Recall
-Widening the
product distribution
through retail chains
/ kiranas
-Increasing physical
& digital presence of
the brand
-Co-Branding with
food joints
Top Of Mind
- Nestle Nesquik
becomes
omnipresent and
synonymous to the
word “chocolate-
drink”

6. Implementation Strategy

7.  Awareness about Nesquik & its
variants
 Top of mind recall, sticks in the
consumer’s mind
 Trials / Purchase of new flavors
HOW WILL THIS CAMPAIGN HELP THE
PRODUCT/BRAND & THE PARENT COMPANY?
 The campaign induces trials,
hence increases sales,
awareness & market share
 Positive brand Image
(beneficial for the brand and
the parent company)
Have you spotted the
new Playboy Bunny yet?

8. Budget
The brand pre launch & launch activities will take place in the cities of
Delhi, Mumbai, Chennai, Kolkata, Bangalore, Hyderabad, Pune,
Ahmedabad, Chandigarh.

9. Thank You!