oh look! there's a
new cool kid on the block
Nestlé wanted to tap in to the PKR 300 billion cold beverages market. Because of it’s strong dairy credentials it launched Nestlé Laban- a healthy & refreshing yogurt based drink.
The goal?
Make a new market positioning for Nestlé Laban to increase customer acquisition and expand Nestlé's status as the quality dairy provider.
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Who should Nestlé Laban talk to?
1
Nestlé Yogurts existing ‘Start Smart’ audience (18-35/students + young professionals) who are advertised a Quick, Easy, Healthy Breakfast
Eliminated: This will cannabalize Nestlé Yogurt’s breakfast offering
2
The Mothers who make breakfast:
Position it as Lassi adjacent to be consumed with a hefty weekend/Sunday traditional breakfast
Eliminated: This would greatly limit the usage of the new product
3
Nestlé Yogurts existing ‘Start Smart’ audience (18-35/ students + young professionals) but a non-breakfast consumption moment. An easy, healthy, quick RTD anytime in the day to pick them up.
Builds on Nestlé’s existing quick, healthy messaging with the same audience + offers them more presence throughout the day
what was the biggest challenge?
Pakistanis love their loose yogurt based drink - Lassi, something which is heavy, indulgent and preferred at home. At the same time, yogurt drink has an ‘ick’ factor that is not preferred in the RTD category.
a new creative direction
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The
Idea
Laban is the new cool
Cool: Coolness of yogurt that makes the drink uberly refreshing
Cool: the feeling of enjoyment and pleasure from consuming Laban
Cool: be the cool wellness kid who prefers healthy options over sugary drinks
What was the creative direction?
Creating a young, vibrant brand personality with the colors purple and yellow that also differentiated from Nestlé Yogurt’s iconic blue. Elements of refreshing cool (such as ice-cubes) and lifestyle cool (such as hand gestures and doodles) were added. Casual and colloquial tone of voice was used that even used current slangs.
What were the challenges during the campaign execution?
Due to budget constraints, the launch had to be relied on photography only. A stop-motion DVC campaign was created that captured the in-between meal moments of the audience’s life: hanging out with friends, playing with sports, feeling peckish etc. Nestlé Laban was incorporated as the perfect companion that made in-between meal moments enjoyable.
