Magazine article Marketing

Nestle Targets Families with Sweet Brands Site

Magazine article Marketing

Nestle Targets Families with Sweet Brands Site

Article excerpt

Confectionery brand Nestle Rowntree is preparing to ramp up its new media activity, beginning with a family-focused web site pulling together sweet brands such as Fruit Pastilles and Polo.

The move forms part of ongoing plans by parent company Nestle to dedicate more resources to new media.

Nestle has been considering an overhaul of its web strategy since early last year to create a more cohesive online look across its range of brands.

Last May, Marketing revealed that O&M New York, MindShare Digital and APL Digital were among several agencies tasked to carry out an audit of the company's web activities in a bid to establish best practice guidelines for use of the web.

Although still in the early stages of development, the Fruit Pastilles online concept is likely to focus on the exploits of a cartoon-style family and will be entertainmentled, featuring activities for kids.

While the initial site will focus on sweet brands, sources close to Nestle Rowntree suggest the company is looking to group together other brands in a similar way, with a site for chocolate bar brand Aero likely to follow. …

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