Restyling of Nestle Fitness Cereals

The new pack available on shelves is characterised by a less stylized, softer female silhouette, while the logo is revisited in a more modern approach.

10/06/08 After over ten years of life, the Nestle Fitness Cereals embarked on an important restyling process involving all of its communication levers, from packaging to traditional and digital television communication. The new pack available on shelves is characterised by a less stylized, softer female silhouette, while the logo is revisited in a more modern approach.

Product visualisation offers a better valorisation of ingredients as well, communicating to clients Nestle’s range variety. The back of the new pack, as a true magazine, enriches breakfast time with suggestions for a balanced diet. From June, a new TV advertisement campaign will be forecast on main traditional and satellite broadcasting networks. The campaign has been created by McCann Erickson advertising agency: the concept of the new ad is simple, but very close to the world of every woman.

The zip of a dress becomes the key visual of the product’s communication and, during the 30-second ad, many women close that zip, season after season, always succeeding in wearing their favourite dress. When a woman “closes the zip”, she immediately realizes that she is fit, and every time she succeeds, she is satisfied, because this means that she is keeping fit. Moreover, a new version of the Fitness Cereals website renewed by the Mrm Worldwide agency has been available for consumers starting with May 2008.