A Mystery Package from Nestle

A mysterious package marked “Top AFL Secret” arrived at my doorstep this afternoon. Could Nestlé have mistaken me for Tom Cruise or David Duchovny?

The red label made the parcel even more intriguing. What secret does it hold? Will it self-destruct in 5 minutes?

The truth is in there. Love the simple yet eye-catching packaging that came with a balloon floating above the box.

There’s even a docket customized with my photo taken during Songkran in April this year! How very apt that this pic was chosen to fit the secret spy/agent theme. This shows the effort undertaken by the sender in researching my background.

But the photo was only a prelude to the amount of trouble Nestlé went through to know the person they are sending the package to. I was so tickled and amused by the Bio section that I was laughing from beginning to end. This is the first time I received something from a brandowner with this level of creativity and thoughtfulness to launch a campaign. By going the extra mile to know its customers, no wonder Nestlé is at the top of the food chain.

*Drum roll…* Ta-da! The contents inside the box. It was another surprise as I was expecting the parcel to be a food hamper of the company’s household brandnames such Kit Kat, Milo, NESCAFE and Maggi noodles among others. But no! It’s a call for a holistic approach to health and nutrition through the T.A.G. principle in order to enjoy an Appetite for Life (AFL).

Enjoy an Appetite for Life (love the double meaning in the phrase) is Nestlé’s latest campaign to reinforce its promise to deliver good food and a good life to Singaporeans by reminding us that sound nutrition, an active lifestyle and connecting with people around us are tenets to great health and overall wellness.

The 3 items in the box each represented the T.A.G. principle to enduring health. ‘T’ is for Togetherness where sharing a good meal or snack with friends and love ones strengthens our communal bonds and social ties. The t-shirt sent to me were size ‘S’ instead of the often over-sized ‘M’ or worst still, ‘L’ sizes that I’ve been given for events. Either my preference for tight tees is very obvious or Nestlé and its PR company once again showed how meticulous they are in knowing their target audience.

‘A’ is for Activity to keep the body and mind in good shape through exercise and continuous learning. Based on my ‘Agent Profile’, I’ve been assigned the mission of completing an activity, which is to spend an adrenalin-pumping day at Adventure Cove Waterpark! Nestlé must’ve known that I haven’t been to this theme park and marked this as my mission. Fantastic!

‘G’ is for Goodness and a shoutout to eat well to ensure we get adequate nutrients. Eating well is more than just about having fresh, nourishing food but eating everything in moderation. There is no such thing as a good or bad food but a good or bad diet! It is okay to indulge in an occasional chocolate or ice-cream, but balance is the key.

Not that I’m a big-time blogger or social media blockbuster but amongst the campaign launches I’ve had the privilege to be included in so far, ‘Appetite for Life‘ has to be one of the most interesting and fun in terms of concept, mechanisms, copywriting and execution. I think it’s a great case study in marketing via social media engagement.

Normally, I prefer not to announce commercial promotions on this blog because I would like to keep things I talk about heartfelt and grounded in direct personal experiences. Afterall, this blog is not a classifieds listing. But I really enjoyed and appreciate the creativity and attention to details in this marketing exercise. So here’s what the good folks at Nestlé has in store for Singapore netizens and shoppers these coming months…


In conjunction with Appetite for Life, Nestlé has launched a ‘Give-a-basket‘ campaign where you can send colleagues, friends, love ones and even strangers virtual baskets of Togetherness, Activity, or Goodness and you or your sendee get to win a real basket packed with Nestlé products weekly!

To take part, simply LIKE Nestlé Singapore Facebook page and click on ‘Appetite for Life’ to start sending baskets of delights from now till 31 October 2013!

What’s more, in the month of June 2013, shoppers of Nestlé products at Giant or Sheng Siong outlets islandwide stand to win Nestlé goodies baskets at any time of the day!

And from now till July 2013, every S$25 purchase of Nestlé products at NTUC FairPrice, Cold Storage, Giant and Sheng Siong entitles shoppers to exclusive premium gifts such as food warmers and glass bowl sets.

If there is any good reason to enjoy an Appetite for Life, the time is now!


1 Comment (+add yours?)

  1. Scot
    May 29, 2013 @ 03:56:13

    Impressive campaign…. just watch out for the added sugar and salt in all processed foods. Don’t let cleaver marketing pull you away from truly healthy fresh food.


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