Nespray

Nespray educates consumers with the inoovative Z-Card®

BRAND ACTIVITY

Nov 21st 2011, 14:16

Nestlé South Africa recently selected a Z-CARD® as part of its multi-media advertising campaign. The campaign will run in 100 locations across the country from July to November 2011, to create awareness around its NESPRAY full cream milk powder.

The seven-panel, pocket-sized, concertina Z-CARD® format was selected by Nestlè’s agency, Crimson Room, as an innovative application with which to educate NESPRAY’s LSM 5-7 female consumers about the goodness of the product in a fun, interactive and interesting way.

One side of the Z-CARD® explains to consumers that 900 grams of NESPRAY milk powder makes seven litres of milk, and provides them with interesting information about the product and how to use it in delicious recipes for children like NESPRAY eggy bread and NESPRAY corn bread.

“The concertina format has a clever way to visually demonstrate the stretch ability of NESPRAY, as the front cover resembles the 900g tin and there are seven panels which fold out to replicate the 7 litres of milk,” says Crimson Room’s Philippa Viljoen.

The card further engages the consumer by giving them the opportunity to win 1 of 70 R500 grocery vouchers, between 8 October and 31 December 2011, by purchasing any Nestlè NESPRAY product and entering the competition via SMS.

The other side of the Z-CARD® contains a shopping list, with NESPRAY listed as the first item and space for the consumer to jot down everything else they need from the store.

“This clever design ensures that the Z-CARD® will be kept in close proximity to the consumer, in their pocket or bag, where they can refer to it with ease. Every time they add to their shopping list or mark off an item that they have already purchased, NESPRAY will again be top-of-mind,” says Justine Lee, NESPRAY Brand Manager for Nestlé South Africa’s Dairy Business Unit.

In-store activations are being held to drive brand awareness and help educate consumers about the goodness of NESPRAY, which contains more vitamins and minerals than fresh milk. The Z-CARD®s are being given to consumers during the activations.

“NESPRAY is rich with heritage and tradition, and has been nourishing Southern Africa for over 66 years,” adds Nestlè South Africa’s spokesperson, Ravi Pillay.Click here for more information on PocketMedia Solutions