Client Brief
Nestlé, the world’s largest food manufacturer and expert in Nutrition and Wellness, is headquartered in Vevey, Switzerland and has over 500 factories spread over 80 countries, employing more than 250,000 people. Nestlé, Malaysia’s leading and trusted Food, Nutrition, Health and Wellness Company, has been nourishing Malaysians since 1912. Nestlé brings the “Good Food, Good Life” experience to all Malaysians.

Business Challenge
NESLAC is the premium growing-up milk from Nestle for children aged 1 – 6 years. With a competitive market of premium growing-up milk brands in Malaysia and lack of brand recognition amongst parents, NESLAC had to differentiate itself from the other premium brands using the platform of “Discovery” in its key communications plans. However, the subject of “Discovery” is rather subjective and also emphasized by competitors. Hence, the brand runs the risk of benefiting competitors if key messages were not communicated effectively.

Essence PR Strategy
NESLAC collaborated with a relatively low-key NGO then known as the National Association for Gifted Children Malaysia (NAGCM) in bringing out the message that “Discovery” is a very important factor in nurturing a more intelligent child. Essence developed ideas for activities such as organizing a series of talks / seminars on gifted children to educationists, parents and the public at large, which would strengthen the brand recognition for both NESLAC and NAGCM.

Results

• Essence secured substantial coverage that reflected the NESLAC-NAGCM collaboration across Malaysia’s three main key vernacular dailies.
• The collaboration helped increase NAGCM’s membership to more than twice its original membership numbers and NESLAC increase its brand recognition amongst parents and mothers.
• Essence positioned NESLAC as the key premium growing-up milk in leveraging their vast experience in nutrition by collaborating with NAGCM in providing the best for mothers and children.