HOW TO CEMENT NESTLÉ®
AS DAIRY LEADER IN CHINA?

Nestlé® China had been experiencing a decline in brand awareness as a leader in dairy nutrition expert due to heavy marketing investment in Nescafé® and fast growing competitors from both local and foreign brands.

 Sub-brand Led 

Currently, Nestlé® China’s dairy portfolio relies heavily on sub-brand led communication, creating a lack of holistic brand presence and increasing marketing costs.

HOW TO CEMENT NESTLÉ® AS DAIRY LEADER IN CHINA?

HOW TO CEMENT NESTLÉ® AS DAIRY LEADER IN CHINA?

BE THE PROUD
NURTURER.

WAVE THE FLAG
LIKE A LEADER.

BRAND-LED COMMUNICATION

FROM SUB-BRAND LED COMMUNICATION TO

BEFORE

SUB-BRAND LED

Lack of holistic brand presence
and increasing marketing costs.

AFTER

BRAND LED

Cementing Nestlé® as Dairy Leader in China by building brand level communications.

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