Nestlé Milo Dynamind Case Competition
Nestlé challenged teams to develop a strategy for introducing Milo Dynamind, a new product designed to capture a unique market segment. The goal was to create an entirely new consumption occasion that aligned with the product's core benefits.
Client
Nestlé
Service
Product Launch Strategy, Target Market Analysis
Date
August 10, 2022
Challenge
Nestlé sought to position Milo Dynamind as a staple in the lives of students while establishing a new consumption occasion. The challenge was to identify a time in their daily routine where the product would naturally fit, creating a unique habit among the target audience.
Solution
Our team proposed targeting the after-school break period, a critical time when students need a quick, nutritious snack before heading to afternoon extra classes. We crafted a campaign positioning Milo Dynamind as the perfect companion to satisfy hunger and provide energy during this transitional period. The solution emphasized pairing Milo Dynamind with light snacks to create a simple, fulfilling routine. This strategy not only introduced a unique consumption occasion but also resonated with students and parents, aligning with their lifestyle and nutritional needs.
