Bangkok--4 Mar--Mind Touch
Following its 25th anniversary, NESTLE CERELAC today kicks off the latest marketing campaign entitled “Mrs. Cerelac 2008’ inviting all modern moms throughout the Kingdom to participate in the new proactive activity set to add nutritional value to their young babies.
To reinforce its global brand recognition, Nestle CERELAC, infant nutrition market leader in Thailand, plans to invest 17 million baht in its new pro-active campaign entitled “Mrs. Cerelac 2008” searching for the most perfect mother, who will be the brand ambassador.
Nestle CERELAC continues with its mission to enhance its leadership in the infant cereal market launching “Mrs. Cerelac 2008”, the major campaign for the first time in Thailand. Mrs. Cerelac 2008 is initiated to search for the greatest modern mom to be crowned as Mrs. Cerelac as well as represents Thai mothers in promoting the essence of Infant nutrition for the healthy development for their beloved babies.
Patrice Gicquel, Country Business Manager, Infant Nutrition — Indochina Region, Nestle Nutrition, Nestle (Thai) Limited, revealed that the company last year launched its progressive marketing strategy for its Nestle CERELAC infant cereal product line to celebrate its long-standing history with the Thai moms and their babies. The strategies included introduction of new logo, more modern packaging, new product launch as well as various marketing activities to reflect Nestle CERELAC’s new modern image. As a result, such strategies helped Nestle CERELAC strengthen its leadership position in the infant cereal market with 100 percent market share and dramatic growth at 23 per cent achieved last year. Nestle CERELAC has also received welcome feedbacks from Thai moms throughout the Kingdom.
“This year, Nestle CERELAC will continue our important mission from last year with the launch of its major marketing campaign entitled ‘Mrs. Cerelac 2008’ designed to find the most perfect mom, who will represent all modern moms in Thailand to promote the healthy eating habit of their beloved children. The key objective of “Mrs. Cerelac 2008’ campaign is to allow all participants to learn and understand more about healthy developmental nutrition plan for their children at each growth stage. The campaign will also encourage tender loving care in the families starting from the moms’ power of love and dedication to their babies,” said Patrice.
The new Mrs. Cerelac 2008 campaign will take about three months and a half. The application period will be taken from March 1 to April 10. In the first round of the competition, 25 candidate moms from each region will be short-listed from the candidates applied in Bangkok and surrounding provinces, in the Central Region, as well as Northern Region, Southern Region, and Northeastern Region. The names of pre-qualified contestants will be announced on April 22 in Kom Chad Luek newspaper. They will then compete in the second round competitions to be held in four major provinces namely Nakhon Ratchasima, Chiang Mai, Bangkok and Phuket. Only 3 candidates from each region will be selected to join the final competition to be held in June in Bangkok.
The criteria set for moms, who want to apply the “Mrs. Cerelac 2008” competition, is that they have to be young modern mother aged 20-35 years old, with baby aged 6-10 months old. They should be confident in their perfect motherhood and also have their own unique child-raising technique. Mothers who want to participate in the competition can send their personal background information and postcard-size photo taking with their babies, together with two Celerac packages of any size, to P.O. Box 348 Por Nor Sor Lard Prao, Bangkok 10310 or at www.nestle.co.th/cerelac. For further information, please contact tel. 02 657 8657 ext. 0.
The winner of the “Mrs. Cerelac 2008” contest will become the brand ambassador and receive 150,000 baht worth of scholarship and other prizes. The first runner-up will receive 80,000 baht worth of scholarship and other prizes, while the second runner-up will receive scholarship and prizes worth totally 50,000 baht. The third runner-up and forth runner-up will also receive scholarship and prizes worth 30,000 baht each, and another 20,000 baht of cash award and other prizes will be given to contestant, who won the Popular Vote title. However, all applicants, who passed the first-round contest, will receive consolation prizes. The scholarships and other prizes are worth a total of more than 500,000 baht.
Nestle CERELAC has set aside more than 17 million baht to support the launch and communication of this major campaign aimed at all target consumers. The communication activities include tie-in program with 5432 Show on Channel 5, press conference, print and on-line media advertising, posters and point-of-purchase materials, and the Road Show activities to be held at major cities in four regions throughout Thailand set to invite all targeted consumers to join the campaign.
The Thailand’s market for infant cereals was worth totally more than 500 million baht last year. The market is anticipated to enjoy a positive growth of about 20 % this year.
For media enquiry, please contact
Mind Touch Company Limited
Savitree Peungcharoenkun (081 816 4598)
Chatsaral (Pom) Tiamwon (089 443 6886)