Alex Carvalho
DIGITAL DESIGNER & ART DIRECTOR
ALL
ALL
Nestlé
Fitness
IT'S TIME TO GO SHOPPING
After-summer campaign for the major cereals brand, targeted at professional & busy women.

THE BRIEF

Develop a campaign that inverts sales decrease of fitness products after Summer is over (a frequent phenomena every year); target professional women that like to shop and travel.

ABOUT THE BRAND

Nestlé Fitness breakfast cereal provides a sensible, great-tasting start to the day; delicious flakes made with whole grain and important vitamins and minerals, including Calcium and Iron.

SOLUTION

The idea for the campaign: a promotion where winners would get a trip around Europe's Fashion Capitals with a budget to spend on shopping in each city. One week circuit starting in Lisbon and ending in London, with travel, meals, transportation, etc all included.

Press ad, campaign identity and back cover of the cereal packs were created. No in store materials were created as the campaign expected hype would be enough to raise awareness, but for launch some selected retail stores had display banners and billboards with the campaign visuals.

The  'Fitness Fashion Trip' was a huge success and was later adapted to other countries including Nestlé home market - France - and was also copied by the brand's main competitor Kellogg's

SKILLS USED IN THIS PROJECT
Concept & Ideation
Art Direction
Illustration & Graphics
Typography
Branding