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McCann Worldgroup: Growing up, like NESQUIK, is “All in the Making”
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Remember the first time you measured, mixed and sipped your first glass of NESQUIK chocolate milk? That first true taste of independence? For many kids, part of growing up is mixing their own glass of NESQUIK, something they can make by themselves.
To launch a line of new and improved syrups and powders, NESQUIK and McCann Canada are calling on parents of a previously unidentified age group they’re calling ‘Betweenagers.’ What’s a Betweenager? We’ve all lived it. That awkward age where you’re too old for the things you grew up with and too young for everything else. Except NESQUIK. The flavored milk, typically associated with nostalgia, is growing up too. The campaign’s tagline, “It’s All in the Making,” is a nod to the fun act of mixing the product into milk but also a deeper connection to the role NESQUIK plays throughout a child’s development. Parents can feel good about sharing NESQUIK with a new generation of NESQUIK drinkers, as they enjoy the same great flavors with a reformulated recipe. NESQUIK syrups and powders each have new ingredients featuring no artificial flavors, colors or sweeteners. The range is also enriched with micronutrients, including iron and vitamins A, B3 and C so parents can feel good about including it in their family’s snack time and recipes. The multimedia TV, social and digital campaign introduces Canada to the ‘Betweenages’ and the role NESQUIK plays during this stage in their lives.
Agency: McCann Canada RelatedTV
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