Results and Effectiveness

NESCAFE Protect ProSlim was the most successful product launch in recent Nestle Thailand history. The brand achieved 35% market share on the first month of launch and continued to gain share in the functional coffee segment, surpassing expectations to rise to 57% market share in the second month.

Creative Execution

Armed with this insight, we created strategic partnerships, working with various editors of women’s magazines, to generate over 70 unbranded articles where the benefits of White Kidney Bean as a weight-loss aid were discussed. The product benefits were seamlessly integrated into the articles, a media first on this scale in Thailand. With in-depth information and credible content stemming from the editors themselves and “untarnished” by brand claims, consumers started to actively search for products with this ingredient to help them slim down, self-discovering NESCAFE Protect ProSlim, and amplifying awareness through word of mouth as they shared the good news with their friends.

Insights, Strategy and the Idea

NESCAFE Protect ProSlim is coffee with an active ingredient of White Kidney Beans, a weight loss aid. Thailand FDA guidelines prevent functional claims about the benefit of the ingredient or product. We thus had to find a way to communicate the benefits and ingredients without using conventional advertising or communications. Many weight conscious women want to be slim but don’t want to change their lifestyle. Instead, they look for the “Magic Bullet”, a product that will enable them to lose weight effortlessly. They see women’s magazines as their primary source of information on slimming and their ally in the war on weight, placing an implicit trust in the advice of editors. Our strategy was thus to get our ingredient talked about by editors in the content of magazines, delivering the message that White Kidney Beans were the “Magic” ingredient which would allow them to keep their weight in check effortlessly.