Chocolate Poowder Analisys in Brazil
1. PRESENTATION OF THE PRODUCT
• Product: Nescau, chocolate powder
• Creator: Nestlé
• Segment: Food
• Main competitor: Toddy
Nescau’s history started in 1932 when the product was developed, in Brazil, and was launched by Nestle, almost with no publicity support. It was recommended for mothers worried about their son’s nutrition. The first name was Nescao, a combination of the words Nestle and cacao (cacao=cacau=cocoa). With the same name, the product was launched in Italy, Spain, Argentina and France. The original package was a tin can, they still have it but now you can also find the refill package. The name changed to Nescau in 1954 because people start reading the accent Nescáo as Nescão. In the 60’s with all the new electro domestics such as the blender, the “smoothies” were the new trend and the chocolate lost some of its space, but not for long. In 1961, Nestlé’s researchers introduced a new Nescau exclusive formula. This time, emerged the first big campaign, named “future’s professionals”. It showed the important role of the chocolate to the health grown of the children, future doctor, engineer and teachers. After this campaign, they launched another one with circus theme. Since then, the constant formula and the packed’s innovations brought the brand even closer to the young public. In the 90’s, the new campaign was sports.
1986
● NESCAU PRONTINHO, traditional version ready to drink.
1996
● NESCAU CEREAL, a crunch corn cereal with chocolate.
1999
● NESCAU BALL, little chocolate balls.
● NESCAU BISCOITO RECHEADO, cookie made with NESCAU.
2001
● NESCAU LIGHT , same Nescau but with low calorie .
2005
● NESCAU POWER, new formula with the double of iron, that helps the consumer have more energy.
2006
● NESCAU LIGHT, version ready to drink.
● NESCAU ao CAFÉ, the combination of the traditional Nescau but with a taste of coffe
● NESCAU GUARANÁ, chocolate powder
• Product: Nescau, chocolate powder
• Creator: Nestlé
• Segment: Food
• Main competitor: Toddy
Nescau’s history started in 1932 when the product was developed, in Brazil, and was launched by Nestle, almost with no publicity support. It was recommended for mothers worried about their son’s nutrition. The first name was Nescao, a combination of the words Nestle and cacao (cacao=cacau=cocoa). With the same name, the product was launched in Italy, Spain, Argentina and France. The original package was a tin can, they still have it but now you can also find the refill package. The name changed to Nescau in 1954 because people start reading the accent Nescáo as Nescão. In the 60’s with all the new electro domestics such as the blender, the “smoothies” were the new trend and the chocolate lost some of its space, but not for long. In 1961, Nestlé’s researchers introduced a new Nescau exclusive formula. This time, emerged the first big campaign, named “future’s professionals”. It showed the important role of the chocolate to the health grown of the children, future doctor, engineer and teachers. After this campaign, they launched another one with circus theme. Since then, the constant formula and the packed’s innovations brought the brand even closer to the young public. In the 90’s, the new campaign was sports.
1986
● NESCAU PRONTINHO, traditional version ready to drink.
1996
● NESCAU CEREAL, a crunch corn cereal with chocolate.
1999
● NESCAU BALL, little chocolate balls.
● NESCAU BISCOITO RECHEADO, cookie made with NESCAU.
2001
● NESCAU LIGHT , same Nescau but with low calorie .
2005
● NESCAU POWER, new formula with the double of iron, that helps the consumer have more energy.
2006
● NESCAU LIGHT, version ready to drink.
● NESCAU ao CAFÉ, the combination of the traditional Nescau but with a taste of coffe
● NESCAU GUARANÁ, chocolate powder