Nestlé HK switches up packaging for Drumstick

Nestlé Hong Kong is switching up its packaging with its new collection of Nestlé Drumstick. The packaging design is now replaced with a D-shape logo that incorporates the shape of Drumstick. To create a new image of Nestlé Drumstick, the brand had invited Ansonbean, a young pop singer, who has a strong personal charisma to create the new brand image for Nestlé Drumstick in different styles.

The new logo is aimed at delivering a refreshing image for Nestlé Hong Kong's products and enhancing its brand affinity to young adults. Inspired by the idea of "youth", the campaign concept hopes to showcase a journey of self-discovery. A spokesman of Nestle Hong Kong said, "We believe that as long as you follow 'the beat of your own drum' and rhythm, people can persevere with their beat to pioneer their own path. We envision that Drumstick can be part of everyone’s life and we would like to encourage them be themselves which matches their 'beat'."

In an interview with MARKETING-INTERACTIVE, this company said its marketing plan includes a series of publicity with ads, mainly on YouTube, Instagram and Facebook, and a music video featuring Ansonbean. The music video will be played on YouTube, Instagram and Facebook as well.

There are a lot of PR efforts including photogenic PR kits and over 100 sets of products given to media, artists and influencers. Running for about two months, the campaign aims to target consumers who are in pursuit of their own beat in their lives, especially teenagers or young adults aged between 18 to 22 who strive to live their lives to the fullest, dare to try new things with creativity.

The campaign includes cones with four flavours, namely vanilla, chocolate, mango and ube. The unique cone top decoration design has sprinkled with rich granulated toppings which add a crispy taste to the ice cream. The crispy cone with rich chocolate tip gives the cone a more layering gradation. As the last bite of the cone is always the most welcoming part, Nestlé Hong Kong said it will bring customers a full sense of sweetness. 

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