Nestle: We Want to Be a Health and Wellness Company

Packaged Foods Giant's RFP Seeks to Change its Corporate Perception

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Nestle wants to be a health and wellness company.

According to a request for proposals sent to advertising agencies this month, the food-and-beverage giant is hunting for an agency to take on a corporate brand assignment. The goal is to change consumer perception of Nestle from a "trusted chocolate company" to a "recognized and trusted food and beverage, nutrition, health and wellness company."

The scope of the assignment is domestic, and asks agencies to develop a "big idea," along with four TV executions for the Nestle corporate brand. The specified focus is on Nesquik, Gerber, Outshine and Pure Life.

"I can confirm that we are considering a Nestlé USA focused campaign and recently issued an RFP to a small number of agencies," said a Nestle spokewoman, who wasn't able to provide further details.

For nearly a decade, Nestle has been hankering to be known as a health and wellness company. In 2005, Ad Age reported that the company had launched a standalone nutrition business in the U.S. to focus on brands like PowerBar, Carnation Instant Breakfast and Good Start infant formulas. (The company sold PowerBar to Post Holdings earlier this year.)

Nestle also owns health-and-nutrition products like Boost and weight management brand Optifast.

The trend of companies creating masterbrand campaigns has been going on for some time. Kellogg Co. is planning a new corporate push, the company's Morning Foods division President Michael Allen told investors in February. Procter & Gamble has also been applauded for its corporate brand campaign, "Thank You Mom," which was created for the London Olympics.

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