Dive Brief:
- Nestle’s Nesquik is hosting a weeklong pop-up experience to celebrate its 70th anniversary, per details provided to Marketing Dive. The Nesquik Milk Stop will be open July 21-27 at the Third Street Promenade in Santa Monica, California.
- Visitors can sample Nesquik products and customize their own milk creations. There will also be interactive elements and shareable photo opportunities.
- The company is partnering with Chef Jordan Andino, host of the Cooking Channel’s "Late Nite Eats," for the pop-up, which will feature two, original Nesquik-based beverages.
Dive Insight:
Nesquik is both celebrating its history and attempting to renew interest in its brand with its Milk Stop event. The signature beverages created by a TV chef, interactive flavor mixing and photo opportunities will enable the brand to interact with fans directly and boost social media traffic. Consumers often enjoy authentic, interactive experiences with their favorite brands.
Experiential events are becoming increasingly popular with marketers, especially during the summer when the weather is nice and kids are out of school. The events usually feature compelling visuals and unique experiences, including photo booths with branded props that encourage fans to take selfies to share on social media.
Similar to Nesquik’s event, Ferrero-owned gum and mints brand Tic Tac created an open house activation in June to celebrate its 50th anniversary. The event featured Tic Tac-inspired cocktails, a station letting fans create their own flavor combinations and a GIF booth.
Like many packaged products, Nesquik has struggled with sales as consumers tastes shift to healthier options. Nestle has responded by cutting the amount of sugar in Nesquik and revamping its marketing for the product. Recognizing that its iconic bunny mascot may not be as relevant in the digital age, Nestle has reduced the size of the cartoon rabbit on its packaging, according to The Wall Street Journal. Last year, the company also partnered with Barcelona’s soccer team to promote Nesquik and Milo, a malted beverage that’s popular in Asia. Nestle also made two brand films and unveiled Nesquik Studios, a digital platform for parents and children.
