Nesquik Sports an On-Pack Promotion

Glendale, Calif. — Nestlé USA used insights about its typical convenience store shopper to launch a Nesquik on-pack promotion in partnership with Bristol, Conn.-based ESPN that drives consumers to stores in pursuit of label codes. Consumers submit the codes via text message or on Nesquik’s Facebook page to win prizes instantly or through a collect-and-win game.“‘The ESPN Ultimate Pass’ promotion is rooted firmly in an understanding the team gained from research on ‘Mike,’ our consumer who shops in convenience stores and purchases Nesquik ready-to-drink products,” says Daniel Koch, DSD marketing manager, Nestlé USA beverage division. “We learned that Mike loves sports. In fact, sports are where a lot of his time goes. By tying Nesquik together with ESPN, we make Nesquik more relevant and encourage purchase frequency.”Consumers who submit codes from May 1 through Aug. 15 are notified if they are instant winners and also receive one of the seven letters that spell “Nesquik.” The instant-win game awards five grand-prize trips to a sports game of the winner’s choice. The collect-and-win game awards a grand-prize trip to ESPN Studios in Bristol to the consumer who collects all seven letters.New York-based Cornerstone Strategic Branding worked with Nestlé’s visual communications team to execute the program, which includes in-store materials such as freezer clings, posters featuring ESPN personality Chris Berman and shelf danglers. “A communication vehicle that cannot be overlooked is our packaging,” says Koch. “It continues to be a major touchpoint with consumers to inform and engage them with the promotion and brand.”Besides increased exposure on assorted social media sites, Nestlé’s media mix included frequent exposure on ESPN, including the sponsorship of both “Mike & Mike in the Morning” and the “Scott Van Pelt Show” on ESPN Radio and ESPN2, along with ad campaigns on ESPN.com and ESPN Mobile and participation in the ESPN text program.“The on-air personalities talked about Nesquik, and this made the product more relevant and served as a reminder that our consumer needed to stop into a store on his way to work or on the way home to grab a snack,” Koch says.In 2010, Nestlé switched to a direct-store-distribution sales model, which has helped it greatly expand the number of locations in which Nesquik is sold. “Our DSD sales team was armed with information sheets detailing the promotion that they shared with store managers to create excitement,” says Koch. “In addition, many of our DSD operators also printed banners and signs for the promotion.”

Nesquik Sports an On-Pack Promotion

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