Nestlé supports girl child education, says so in its new taglines
Your favourite packs of Maggi, Nescafé and KitKat will now sport new taglines supporting the education of the girl child.
In a first by a consumer goods company in India, Nestlé has given up its most iconic brand properties, including its popular taglines, on around 100 million packs available on shelves by the end of September.
The company has tied up with with Nanhi Kali, an NGO managed by the KC Mahindra Education Trust and the Naandi Foundation. Nanhi Kali works with underprivileged girl children to spread awareness for the girl child education in India.
While instant noodles brand Maggi has changed its tagline from ‘2-minute noodles’ to ‘2-minutes for education’, chocolate brand KitKat will now have the tagline ‘No break from education’. Coffee brand Nescafé has changed the tagline ‘It all starts with a Nescafé’ to ‘It all starts with education”. There’s also a blue band that carries more information on the association.
Brand experts, however, don’t see the exercise as an attempt by Nestlé to move on from the Maggi controversy; the instant noodle was withdrawn from the market last year on quality concerns.
“I don’t see this as an effort to negate the effects of the fiasco. It is an attempt to engage millennial as the new generation is purposedriven,” said Anirban Das Blah, managing director, Kwan entertainment, a marketing solutions firm.
“Each time a consumer picks a pack off the shelf, the visual properties of the brand serve as symbol of the promise the brand has made to consumers,” said Suresh Narayanan, chairman and MD, Nestlé India. “We are changing the packaging of three of our most iconic brands to sensitise and draw attention to the crucial need of the society.”
“This is a path-breaking and innovative partnership between Nestlé India and a non-profit organisation, both leaders in their respective fields. We believe that supporting the girl child’s education is a national priority and will have a far reaching positive impact on the society,” said Mahindra Group chairman Anand Mahindra.