The powdered milkshake brand, which is owned by Nestlé, has renovated and improved its recipes and will advertise this on TV and online with commercials, fronted by brand icon Quicky the bunny (pictured).
Egle Augustinaviciute, Nesquik brand manager, says: “The creative idea at the heart of the campaign – ’They only grow up once’- reminds consumers that Nesquik is a fun family brand that encourages kids to grow in imagination and learning. It also promotes Nesquik’s health benefits, both as a source of vitamins and as an imaginative way of making milk an appealing drink choice for kids…and grown-up kids!”
The campaign is backed by strong integrated digital support with the launch of a new ’Nesquik.co.uk’ microsite and an ’Imagination Station’, which is powered by AOL.
The microsite will provide parents with product information as well as general nutritional information and recipes, while ’Imagination Station’ will act as an online resource for parents, with exciting playtime ideas and free activity sheets for parents to enjoy with their children.
Additionally, Nesquik will participate in ’Get Set, Go Free’, Nestlé’s cross-category family activity promotion, which launched last week.
Nestlé says it has improved the milkshake recipe in response to parents’ concerns about artificial ingredients. The formula now has no added artificial colours, flavours, sweeteners or preservatives. A new banana flavour is also being launched in early autumn.