AWARDS 2013, CATEGORY 1: McCann Enterprise for Docello
Shortlist best integrated or multichannel campaign: ‘Creating their sweet signature’
Nestlé has a strong heritage in chocolate, in dairy and increasingly in providing solutions to restaurants, hotels and canteens via its Nestlé Professional business through global brands such as Maggi, Nescafé and Chef.
However, it had a multiplicity of brands and propositions across the world in desserts and the ambition was to create one global brand and proposition that could lead the category.
McCann Enterprise created and launched the docello brand in just six months from client brief, including concept research in January 2012, name and identity creation, brand guidelines, brand film, packaging, advertising, direct mail, on line, and a wealth of sales collateral to support the brand across a multiplicity of touchpoints.
The brand was launched from June 2012 and is now a truly global brand operating in more than one dozen markets globally.
What distinguishes docello is the utter consistency of its strategic message and creative presentation across these markets, and despite very different attitudes to desserts, as well as its ability to reflect and inspire the creativity of chefs and drive a more commercial attitude to desserts in the category, to the point where docello is fast becoming a real reference for the category.