Nestle Sites Offer Games to Sweeten Brand With Kids

Share this content:
Seeking to move away from the supermarket candy-stand mentality, Nestle USA Inc. is employing an online branding campaign with brand sites that aim to mix education with entertainment.

In for this treatment are three Nestle beverages -- Nesquik, Juicy Juice and Juicy Juice Score -- and the SweeTarts candy. The beverage sites are rich with games, animation, music and promotions.

The SweeTarts site wasn't up yesterday, and it was unknown when it would debut.

"In a way we're very much competing with and taking mind share away from a or from other sites like," said Eric Ayzenberg, CEO and creative director of Nestle agency Ayzenberg Group, Pasadena, CA.

Ayzenberg's assignment leverages Nestle's existing "Very Best" brand identity and the platform that houses all company food brands in the United States.

The key mandate from Nestle, Glendale, CA, was to create an entertainment experience for children built around the four brands. In essence, the Swiss-owned confectionery giant wants to use kids' entertainment time as opposed to their candy-eating time.

Launched this month, each site capitalizes on the brand's personality or mascots, seeking to build relationships with children and parents. invites kids to play games with the familiar Nesquik bunny in his treehouse. They include the Nesquik Challenge and Nesquik Chocolate Mountain Challenge, where kids snowboard on a mountain of chocolate.

The nation's leading chocolate milk drink, Nesquik targets children ages 6 to 12. But the Web site is likely to appeal to the core demographic of ages 8 to 10.

Images of the various Nesquik flavors are prominent throughout

Juicy Juice, as a 100 percent premium juice brand aimed at kids ages 3 to 6, is more of a lap-surfing site: Parents help their children navigate, playing games and listening to online stories along the way.

Then there is Juicy Juice Score, a sub-brand of Juicy Juice that targets ages 9 to 12. A sporty drink that is only 10 percent juice, Score is available only in the Southeast.

For, Ayzenberg created games like archery, mountain climbing, rafting, baseball and Rollerblading. is likely to appeal to a core 9-to-12-year-old group with its Instant Artist paint program. Functioning like a Photoshop program, visitors can display their creative talent on the site.

Of course, all the sites will highlight the various brands and sub-brands. Future promotions likely will be linked to store visits, though there is no overt sales message for now.

"It was a very conscious effort not to make the site sales-oriented," Ayzenberg said. "They're not hitting the consumer over the head with the brand. We try to keep it subtle."


Next Article in Digital Marketing

Sign up to our newsletters

Company of the Week

USAData helps businesses find new customers and grow their current customers through a combination of data and digital marketing services, and easy-to-use SaaS technology products. We enrich customer data so businesses can more effectively target and communicate with customers, and connect them with their best look-alike prospects through digital and traditional channels. We make it easy through simple, self-serve applications and APIs, as well as through full-service programs managed by our Data and Digital experts. 

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above