Reintroducing an iconic brand to a new generation of adult consumers.

Nesquik faced a perception gap: it was seen primarily as a kids’ brand. The objective was to reintroduce its milk products to adult consumers and prove the brand’s relevance in modern lifestyles. Additionally, Nesquik wanted to create an online viral presence that amplified real-world engagement.

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• Produced a paparazzi flash-mob stunt during Oscar season, earning widespread attention and media coverage.
• Featured the Nesquik Bunny in live activations that drove both nostalgia and shareable moments.
• Integrated interactive games, sweepstakes, and competitions to boost consumer participation and social engagement.
• Delivered strategic event placement across high-traffic California markets, including festivals, sporting events, and nightlife hubs.
• Seamlessly managed multi-city staffing, logistics, and reporting over a 12-month execution window.

Concepted

Attack! designed a yearlong experiential strategy that blended nostalgia, playfulness, and social virality. The program leveraged street teams, costume characters, and large-scale PR activations to remind adults of the fun and flavor of Nesquik — this time through live, shareable experiences rather than traditional media.

Managed

Attack! executed 600+ sampling events statewide, coordinating staffing, training, logistics, custom fabrications, and inventory management.
Teams distributed chilled samples and branded merchandise at cultural festivals, sporting events, nightlife destinations, and city landmarks — all supported by tailored location scouting to maximize reach and relevance.

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Results

Duration: [Insert date range – e.g., 12-month campaign across 2023–2024]
Markets: Major cities across California
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Impact:

• 53,000+ YouTube impressions
• 135,900+ Twitter impressions

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Key Learnings

• Creative, nostalgia-driven activations can reposition a legacy brand with new audiences.
• Integrating PR stunts with on-the-ground sampling multiplies both visibility and earned media value.
• Strategic location targeting — from cultural festivals to nightlife zones — maximized relevance for adult consumers.
• Combining costume characters with digital engagement encouraged social sharing and boosted viral reach.

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