For over 70 years,Nestle’s Nesquik has helped make the goodness of milk more enjoyable for kids around the world. A billion-CHF global brand spanning powders, ready-to-drink beverages, and more, Nesquik built its legacy on fun, taste, and childhood joy. With a strong visual identity and deep category presence, it once held an iconic place at the breakfast table. But in recent years, the world – and childhood – has changed dramatically, and Nesquik hadn’t kept up.
The Challenge
Despite its scale, Nesquik faced significant declines, particularly in its core powder segment. Penetration among families was slipping, and new buyers weren’t replacing the lost ones. Promotional dependency soared, yet the brand’s emotional connection with families weakened. Seen as outdated, overly sugary, and too targeted at younger kids, Nesquik risked irrelevance in a world of changing parenting ideologies, shifting health expectations, and digital-native children. It had become a brand rooted in the past, struggling to find its place in the modern lives of parents and kids.
Insight & Solution
The strategy was to bring Nesquik back to life by returning to what made it great—fun and enjoyment—while reimagining it for today’s digital-first world. The brand’s revitalised purpose became clear: to make growing up fun and healthy. This meant redefining Nesquik’s role beyond the breakfast table and into everyday moments of connection between parents and kids.
Rather than shy away from screen time and technology, the new strategy embraced it—repositioning Nesquik as a mobile-first, digital-centric brand.
The plan called for a dramatic shift in marketing behaviour—from analogue to digital, from product-pushing to story-sharing. It prioritised building a modern brand experience that lived where kids play and parents connect: online, on devices, in culture.
Results
- Reversed YoY decline in sales (amount varied by market).
- Rejuvenated the brand, giving it relevance in a digital world.
- Inspired explorations in new product development.
