Dive Brief:
- Nestle wants to be known as a health and wellness company, and is looking for an advertising agency to make that happen.
- The world's largest food company by revenue has sent a request for proposals (RFP) to ad agencies for a U.S.-only campaign to rebrand the company.
- According to the RFP, Nestle wants consumers to move beyond thinking of it as a chocolate company, and instead think of it as a trusted provider of "food and beverage, nutrition, health, and wellness company."
Dive Insight:
Nestle has a problem that is quite common among the global food conglomerates: Brand perceptions having undue influence on the overall company's perception. In Nestle's case, they are trying to figure out how to get Moms to think of Gerber baby foods as healthy, even though they are made by the same folks who make Nestle Crunch bars and Nesquik powder.
We'll be curious to see what Madison Avenue comes up with. Maybe they can try the scary ventriloquist-dummy thing again.