By Manil Dodani, Shloka Bajaj & Shubham Sanklecha
Three of Landor Mumbai’s youngest and brightest brought home the top prize at Kyoorius Young Blood Awards, India’s most prestigious creative competition that aims to identify, nurture and celebrate tomorrow’s creative superstars who are 28 years or younger.
The trio, Manil Dodani, Shloka Bajaj, and Shubham Sanklecha, were tasked with creating an extensive campaign for one of the country’s leading consumer brands, looking to effectively connect with millennials. Here they provide us with insight into their creative process, a behind-the-scenes look into their winning campaign, and their opinion on what companies must take into consideration when marketing to millennials.
Can you briefly take us through the process of creating the winning “Don’t Miss Me” campaign, from ideation to execution?
The Kyoorius Young Blood Competition this year had five briefs to choose from and we jumped at the Nestlé Breakfast Challenge when we first saw it because we felt that the brief resonated with our own personal lives, and solving the brief would mean solving a real problem we faced ourselves, every day. If we could help spread the message that skipping breakfast isn’t healthy, we were confident that millennials would prioritize well-being and health, tying to Nestlé’s core brand promise of good food, good life.
As the first steps to solving the brief, we looked at our own behaviors and that of our peers in the 18–25 age group and noticed a pattern: starting from the side of the bed you wake up on to the way you dress and rush out of your home, every morning is a string of habits.
These manic mornings are causing a tectonic shift in behavior—the string of habits is becoming shorter. Our core insight: Breakfast for Indian millennials is far from an occasion; it is occasional at best. The campaign was built on three distinct pillars that would power the creative idea and drive home a strong message from Nestlé:
1. A compelling brand proposition: Don’t Miss Me, a tongue-in-cheek rallying cry for Indians to never skip breakfast and eat healthy.
2. The Don’t Miss Me breakfast pack: A reimagined breakfast pack that contains a variety of single-serve Nestlé products customized to a consumer’s wellness goals.
3. A category-defining ritual: To push the brand’s boundaries, Nestlé creates a first-of- its-kind subscription service by joining forces with a morning delivery specialist: the agile newspaper-boy network. A daily doorstep delivery of a favorite Nestlé breakfast is made to young urban India—in time for college, work, or the next big adventure.
The challenge focused on a directive of unifying various product identities from the brand’s breakfast portfolio. How did you use design elements and tone of voice to do so cohesively?
Nestlé has many products in its extensive breakfast portfolio, from ready-to-drink beverages to yogurt and oats, and now a newly introduced range of cereals. Each product has its own messaging and health benefits. We wanted to create a powerful, unifying brand platform that would trigger a consumer response on the lines of “Hey, that’s Nestlé” every time Don’t Miss Me was mentioned. We tied back to the core promise with a Post-it-inspired design asset that would fuse with the current line of packaging while keeping sacred brand assets intact. With the use of a witty, non-preachy, and funny tone of voice, we demonstrated the design asset across touchpoints that young urban millennials frequent.
What type of work environment did the team make use of for this project? How did your surroundings influence your performance?
Stepping out of the office can do wonders for creatives and strategists alike! We would start early in the mornings, typically on weekends, and work out of quaint cafés and quiet co- working spaces in Mumbai. New day, new place. The food kept us fueled and the ambience was perfect to brew fresh thinking. It also gave us the chance to speak with young Indians who often frequent these cafés before work to better understand their breakfast consumption habits and what they really wanted out of the most important meal of the day.
What are the main factors companies and marketers need to keep in mind when attempting to reach millennials effectively?
While solving the brief, we penned down three key imperatives that brands can follow to make a mark with young, savvy millennials:
1. Please don’t preach; we’ve got the internet: Research reveals that millennials make informed choices when it comes to their health and are influenced by their peers, influencers, and people they look up to. Preachy or overbearing brand messaging can put us off.
2. Layering is only for cakes: Keep it simple and get to the point quickly to keep us engaged. Layered communication or touchpoints that are cluttered with too much information don’t hit the spot. Lose the asterisks, the terms and conditions, and tell us the one thing you want to communicate. One. Everything else we can figure out for ourselves. Trust our intelligence.
3. Do not disturb; disrupt: Each day a new product or service conjures itself to solve a new problem or improve an existing solution. The marketplace is cluttered with the wannabe disruptors, ones that claim but can’t deliver. We’re looking for real solutions to problems, not incremental or perceived benefits. The wallet strings are getting tighter—be phenomenal or be forgotten.
The winning Landor team at Kyoorius Young Blood 2018 was awarded a gorgeous red elephant trophy and a five-day trip to the London Design Festival 2019.
Link to the awards entry: awards.kyoorius.com/2018/youngblood/red-elephant-winners-in- books/