NINHO BUCKETS
Challenge
The brand Ninho is one of the oldest of the Brazilian market, with over 80 years, and is part of the childhood of almost all Brazilians. The challenge was to create a collectible line in the Northeast region, the biggest market for milk powder from Brazil, translating to a consumer feeling fresh milk taken from cows.
Solution
Pande has chosen to reinforce the brand values using the more playful and charismatic side of Ninho. Thus, thematic lines were developed with illustrations and passionate appeal for children and adults. In a limited edition of collectibles, packs lithographed illustrations bring fun and catchy motifs that recall the spirit of the brand.
With the project, the brand Ninho won a surprising increase in market share and sales, which made the promotional line, initially thought to a plan of regional action, spread throughout Brazil.
The launch of the Ninho promotional buckets leveraged at 176% of product sales in just one year, with 56% of net sales following the launch of promotional packaging, according to data from Rodrigo Lopez, Nestle Dairy Marketing.
One year after launch, the promotional buckets back to the market customized for Christmas and for the World Cup, increasing in 70% the sales over the previous year and with an increase of 366% on the year of launch of promotional packaging, answering for 74% of sales of the year.
