Nestlé
Nestlé Canada’s tagline is ‘Good Food, Good Life’.  The public’s view on the corporation was anything but.  Their brand was seen as a corporate monster, ripe with unethical processes that fed off sugar addiction. They needed to change the way world sees them. Specifically, the way the millennials saw them.
 
The perfect place to start, was their corporate site. Their current environment didn’t appeal to their millennial audience, content was corporate focused and it wasn’t mobile friendly. In short, it was begging to be redone.

Role

Content Strategy, Site Map, Information Architecture, UI Design, Mock-Ups, Usability Testing, Front-End Development Support.

CHALLENGES

Too Corporate

The old site focused on the Neslté corporate brand and sacrificed their sub-brands, like KitKat and Smarties. We needed to capitalize on the equity of their 40+ brands to cross-pollinate and ultimately increase the popularity of their mother brand.

Lacking Content

The old site existed without much rationale for a user to visit it. Our popular social channels revealed that recipes we’re a fan favourite, but none we’re to be found.

Compartmentalized

Nestlé continually promotes positive initiatives on nutritional, societal and environmental impact. However, their audience wouldn’t know it. We needed users to learn about their positive initiatives, without being hidden in areas they weren’t looking, or heavy-handed.

BRAND CONTROL

We gave each brand team the opportunity to craft their own section. Using a catalogue of modules for videos, recipes and articles, each page felt unique. Yet, because of a strict framework, still part of the family.
 
Of course, each brand could promote their active promotions and product lines. They also had areas where they could showcase how they give back. Highlighting their role in the more positive Nestlé Masterbrand eco-system.

Some of the brands we worked with included: KitKat, Smarties, Aero, Turtles, Nestlé Pure Life, Perrier, San Pellegrino, Nescafé, Delissio, Gerber, Good Start, Häagen-Dazs, and Boost.

TASTE APPEAL

Recipes we’re an important part of the site.  They scored high with our target consumer, and proved to be a great engagemnent driver. To ensure discoverability, users could access them from many areas of the site. Including the navigation, a full page footer, brand pages, other recipes. 
 
We also provided an opportunity for brands to make recipe collections. Which could help with current campaigns or to keep their brand top of mind.

IMAGE REFRESH

Each brand section housed 4 facts on how they are positively impacting the world. In some cases, those facts we’re supported by articles.  Showcasing the masterbrands drive to create healthier and more sustainable products. Living up to their motto: Good Food. Good Life.

Other Initiatives Include:

  • Fully revamped ‘Contact Us’ section to ease consumer frustration
  • Easy to locate nutritional information, and product information
  • Product reviews and ratings

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