Permissibility with moms was at an all-time high, while relevance for children is weak. How to resolve the challenge on brand relevance with kids, while still keeping imagination and play, eat and learn at heart as consumption and frequency is most driven by children’s preference and pester power also drives mothers’ purchase intent.
Milkybar - Thematic
Imagine karo kuch naya seekho
Client
- Nestlé
Office
- India
Challenge
Inspiration
Relevance and growth lies in evolving the brand with the evolving consumer, in our case it was the child. We are talking to a very mature child today, so, we consciously made shifts in the brand world, the protagonist and the message, keeping that in mind.
Idea
With the new Milkybar thematic, we aim to build brand relevance with mothers and children with the message ‘Imagine karo, kuch naya seekho’. Also, we build on the world that Milkybar’s created- one of imagination and curiosity. And we wanted to do so with a truth that resonates with kids today and their ambitions, and the fact that their mothers are the key to unlocking all these new possibilities. The interactive moulds lent this very message a tactile purpose too and so it all came together seamlessly.
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