Our task was to develop a new brand, its positioning and strategy communication. We were also asked to prepare the logo and product packaging.
challenge
Nestle has decided to introduce innovative waffle for young men. It was so bold that stood in opposition to the product divisions existing in the minds of consumers,
„the wafers are for women, and a man’s hunger can only be satisfied with a baton.”
„the wafers are for women, and a man’s hunger can only be satisfied with a baton.”
Solutions
We based our communication on a platform „zero pitu pitu” (in English “zero bullshit”) – attractive to young men. It was promoting behaviors of doing everything to the max, where there is no place to care for tiny stuff. The product itself has become a part of this philosophy. Claim: „ Maxer XXL. Big piece of a wafer. Zero pitu pitu.”
In the campaign we used communication channels tailored to the target group such as: TV spots, online campaign, custom communication in social media, facebook, ambient in online games, consumer contests, POS and outdoor.
Results
Barriers and clichés were quickly broken, and our creation has built a desired image of Maxer. It happened so fast that the sales targets for the year 2010 were carried out already in April same year.
Market shares exceeded
the established target 13 fold.
Our communication and strategy concept is used still today.
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