Campaign Showcase - Nestlé

Nestlé is the world’s leading nutrition, health and wellness company and are proud to produce some of Britain’s best loved brands such as Kit Kat, Nescafé, Smarties, Buxton and Shreddies. Nestlé has been a part of life in the UK since the 1860s and now has a dominant presence  in over 100 countries across the globe. With such a large presence, it is no wonder why their advertising campaigns are unique and wonderful, utilizing all different formats that JCDecaux have to offer. For example dominant branding was not necessary for this free standing lightbox in Australia as most people were familiar with the television advertisement of George Clooney and Nespresso. This was still effective enough to communicate the message across to consumers.           Special Builds are always unique as the possibilities are endless. A red Nescafé mug was created in Chile which covered the space between floor and ceiling. The colour and size is very dominating which means passers-by would definitely notice it.   The same design was recreated on a set on steps which was visible for people standing at the bottom or walking up the steps. The message relates to how good the coffee tastes. It says 'your path is mine, this is my way'.           Nestle have many different brands across the globe and Cortina Grand is just one of them. This is another example of a Special Build as the ice-cream extends the height of the billboards. The location of it is perfect as it is attached to a light coloured surface so the attention is solely on the campaign. It is a very simple yet effective approach.   A very unusual approach was taken where a transparent bag was intentionally wrapped around the bus shelter's panel. This emphasized what the product was and how it should be used. This campaign was to introduce chicken flavouring which works by placing it into the enclosed bag along with the chicken. This would be placed inside the oven to cook. JCDecaux are experts in ensuring that campaigns are bold and dynamic as well as original and eye catching.           The inside of this tram in Ireland, floor and roof, was decorated to promote Smarties at Halloween. The strapline line was "eat them before they eat you". it was a very colourful campaign which used a lot of images of Halloween related such as pumpkins, cobwebs and witches. It was a fun way of targeting children as well as adults.   The same advertising material was used on an outside column. As it is lit, the colours are more vibrant which adds to the overall effect that Nestle were trying to achieve, fun, friendly yet spooky (slightly!).     It is a common trend that Nescafe use simple red campaigns. This, in no way, is boring, especially where JCDecaux are concerned. Again, a special build was created with the mug's handle over the side of the billboard. The message reads 'my morning coffee, a fresh start to the day'. This goes to prove that simple designs work just as well as the over complicated ones.       In Russia, Nestle and JCDecaux 'steamed' things up, quite literally, on the bus shelter below. The panel was intended to look as though the paper had been crumpled from the steam of the hot water used to make the Nescafe Gold.     A large format with an LED backlight allows campaigns to be seen just as clear at night as they are during the day. The reason for this is because it lights up as soon as night falls.