Nestle Breakfast Cereals Branding

It’s almost two o’clock in the morning and I just feel the need to share this rant with you. The Nestle Breakfast Cereal campaign in the UK at the moment is probably the worst kind advertising I’ve seen.

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The thorn in my eye is the spot where a middle-aged woman walks through an urban, downtown setting. The sky is grey, the environment just concrete and everything looks dull and hopeless. The woman tells us about some heart disease business and how eating Nestle stuff can help you to a healthier heart.

Well Nestle, I think what helps me to a healthier heart is turning off when your ad comes on! Who in the Lord’s world eats breakfast cereal to get a better heart? 60-80 Year olds maybe but not school kids and city power folk. Especially not when it’s presented in a setting that makes you want to run and hide under Mum’s skirt for crying out loud.

Taking a look at the packaging… look at Kellogg’s and you see the difference in targeting. Nestle wants to be healthy and fails badly but they also manage to look un-cool, un-trendy and especially un-desirable. Kellogg’s is fun, happy, healthy (ignoring the massive dose of sugar and salt you take in eating their stuff for a moment) and somehow even believable. Kellogg’s is trustworthy because they are a brand that has been attacked left right and centre for the excessive amounts of rubbish they put in their products and managed to turn it around (a little). They listen and go with the flow. At least they try and sweeten the junk they want to push down my throat in the morning.

Speaking of which, I prefer simple bran flakes from Sommerfield (same as the rest but cheaper and as good for you) with Soya milk and bananas and other non-processed to death fruit stuffs. Very healthy, very cheap and totally cool!

Here’s the link to Nestle’s Breakfast Cereals and I’ll post up the TV commercial as soon as I can find someone that is crazy enough to tape it for me.

One last thing Nestle: Please improve your brand! Especially your Internet presence, it’s even duller than your print and TV stuff. What font is that? Nice use of colours though, not. Oh well. Big brands but no brains.