9.

Articulate the integrated communications strategy

Nestle wants to reach and to gain access across Filipinos the option to choose
wellness and to integrate it to their daily lives. And what better way to communicate
this campaign to the public is through the brands that they are already familliar and
brands that have already been tested, brands like Nido, Milo, Nescafe.
Through Choose wellness, Choose Nestle campaign, it increased public
awareness on having healthy lifestyle among Filipinos. Nestle campaigned through
the use of different mediums such as informative and attractive TV commercials,
eye-catching billboards, information-filled supplements and having one-on-one free
nutrition counseling. Nestles strategy is to transform the company from the worlds
largest food company to the Nutrition, Health and Wellness Company.
Nido, Nescafe and Milo are the three of the biggest brands in the Philippine
market contributing 31% os sales value. In Nido, the company wanted to promote
the importance of drinking milk and lessening sugar intake because other brands
contain high sugar levels and Nido wanted to educate mothers about drinking more
milk and take less sugar. Nestle encourages parents to get their child into an active
and healhty lifestyle through that brand Milo. This brand communicates the role of
exercise toward wellness. Nescafe promotes the positive effects of coffee, Nestle
wanted to shift the consumers that coffee has positive effects like anti oxidants.