The

Industries

Round 1
Highlights

Hot Cereals
Milk Drink
Cereal

Point A
Brand Issues

confusion

well-known brand

Point A
Brand Issues
Competitors

Focus
Bone Protection

Oatmeal

Cereal Milk Drink

Strategic Canvass

Milk Category
12

10

6
Nesvita
Anlene
Ensure
Shape UP

0
Availability

Focus

Marketing Campaigns

Brand Image

Brand Communication

Strategic Canvass
Hot Cereal Category
12

10

Nesvita
Quaker

0
Availability

Taste

Marketing Campaigns

Brand Image

Brand Communication

Strategic Canvass

CMD Category
12

10

Nesvita
Q-Vital
Energen

0
Availability

Taste

Marketing Campaigns

Brand Image

Brand Communication

Point A
Brand Issues

Only 13 % are aware of ALL the core

products of Nesvita.

Point A
Brand Issues

Consumers perceive some attributes of

Nesvita as appealing more to
FEMALES.
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%

No Claim
Both
Male
Female

Point A
Brand Issues
Brand is soul-searching
Brand Visioning Exercise

Point B
Our Destination
To communicate a distinct and clear
brand image for Nesvita, making it the
authority on young adult wellness as it
accompanies its consumers every
morning, starting the day feeling great
and looking great.

Our Mission
To help the Filipino young adults by
providing the healthy and nourishing
breakfast meal that they need each day to
be a step closer to their lifes dream.

Our Vision
To make Nesvita the top of mind choice of
the Filipino young adults when they think
about HEALTH, WELLNESS and
FITNESS.

Our Manifesto

Everyday morning habit that will touch lives

by giving everyone a chance and choice of
having a healthy body that will allow them,
the consumers, to experience a full and rich
life.

Brand Framework

Market Space
Primary Competitors
Milk
Anlene

Hot Cereals
Quaker Oats

Anchor

Cereal Milk Drink

Q-vital
Energen

Shape Up

Secondary Competitors
Milk
Birch Tree
Sustagen
Other Fortified RTD
Milk Drinks

Cold Cereals
Kellogs Cornflakes

Yogurt Drinks
Alaska Yoghurt Drink

Brand Framework

Target Audience
General Target Market

YOUNG ADULTS
18-30 years old

MEN AND WOMEN

SEC Upper C to Upper A

Brand Framework

Target Audience
Marian, 21 years old, SEC B

Works as a management
trainee
Someone whos out to
conquer the world

Single, but
always looking

Aims for a holistic

lifestyle
Kicking
off a good start in
the morning is important, as
each day is a chance to step
closer to her goals

Brand Framework

The Insight
I need something that accompanies
me at the start of my day, making me
feel healthy by eating the right food
that gives my nourishment, and
helping me feel and look great as I
go out and go for the world.

Brand Framework

The Insight
Every day is a hectic day for me, so I
want to start each day by having a
healthy breakfast to keep myself
going throughout the challenging day
ahead.
Because when you start the morning
right, everything will follow.

Brand Framework

Product Benefits
Functiona
l
Right nutrition
Convenience

Emotion
al
Feeling of being
healthy
Feel great from inside out
Companionship

Brand Framework

The Discriminator
Only Nesvita can be your personal companion
in kicking off your mornings right, by giving you
the right nourishment to make you feel good
and look good, so you have both the vitality
and confidence to go after what you want in life.

Brand Framework
Values & Personality

Companion
Healthy

Aspirati
onal

Brand Framework

Reasons to Believe

Communicati
ons

Brand Framework

Compelling Tagline

One Unifying Tagline

Start your day with me.
Nesvita
Tagline to be used by ALL products
of Nesvita
Personifies Nesvita
Focus Nesvitas brand image amidst the multiple
categories

Brand Framework

Compelling Tagline

One Unifying Tagline

Start your day with me.
Tone of Voice Nesvita

Encouraging yet
Soothing
and
Sincere
Confident and Spontaneous
Warm

Brand Framework

Compelling Tagline

One Unifying Tagline

Start your day with me.
Nesvita
To be cued by the different versions of

Wanna be [product
benefit]*?

depends on the product

Brand Framework

Compelling Tagline

Product Taglines
Wanna be
sexy?
Start
your day with me.

Nesvita Pro-Weight Management

Brand Framework

Compelling Tagline

Product Taglines
Wanna be fit?
Start your day with me.
Nesvita Cereal Milk Drink

Brand Framework

Compelling Tagline

Product Taglines
Wanna be chorva?
Start your day with me.
Nesvita Chorva

Start your day with me.