Confectionery is a smorgasbord of many different shapes, sizes, colours, and flavours. While it gives a lot of variety to the customers, it is confusing too, and they are all vying for the same consumer mind space. It can potentially be an advertising nightmare. <\/p>\n\n\n\n
Nestle wanted to launch Cappuccino flavoured eclairs in 2012. The advertising was handled by Lowe. Sonali Khanna was the account director and the ebullient Uday Rao, who led the creative team.<\/p>\n\n\n\n
The Head of Planning on Nestle at Lowe – John Thangaraj had a well defined and crisp brief pitching the product to the early teens who did not want to be seen as kids anymore. They wanted to associate themselves with grown-ups, which in itself created a distinctive positioning for the product. All it needed was a creative idea that did not layer the purity of that insight.<\/p>\n\n\n\n