Nestle drops ad slogan after criticism it encouraged poor nutritional habits in children
Marketing Week | Sarah Vizard | 23 Dec 2015
Nestle has said it will no longer use an advertising slogan for its Nesquik brand and will concentrate efforts on reducing sugar in its products after the ASA decided its statement that Nesquik Hot Chocolate is a ‘great start to the day’ encouraged poor nutritional habits in children.
Sustain, which runs the Children’s Food Campaign, challenged whether the ad, in particular the child-friendly equity brand character and the claim ‘for a great start to the day’, encourage poor nutritional habits in children.
In mitigation Nestle said the bunny was not the main focus of the ad and had, in any case, been carefully designed to convey a physically active character that could promote a healthy lifestyle. They also pointed out that the label was targeted at adults shopping for the family, not at children.
