Someone recently told me that Nestle was starting new strategy to position
themselves: Nestle cradle to grave.  I think I just saw the start of this
strategy.

It was a TV commercial on the woman's channel.

Really wierd commercial, quite long, it looked more like an ad for a new
woman's TV soap opera.  I actually didn't know if it was a commercial, a
show promo, or a new TV show - I actually checked to see if the TV channel
had gotten changed while I was typing on the computer.

The commercial showed three different women talking on the phone: one a
working woman doing a job interview, one in her car driving and wearing an
handsfree headset, and a third in her home looking after a baby and
preschooler, with her husband walking around in a bathrobe.  After their
phone conversation, their "name" was shown on the screen - Madeline, Lily,
Debra.  Soft music, soft lighting, no product, except the woman in her car
was eating a sort of energy bar.  They were making arrangements to celebrate
the birthday of the one in the car, she's worrying if she's getting old.  It
was like a "Sex in the City" kind of conversation between woman friends.
Very perplexing.  Not adlike at all.  I assume we'll see these characters
again and learn how Nestle understands their life, and we will very subtlely
see how their products make their busy lives easier.

At the end, on the black screen, were the words:
Nestle:  Good Food, Good Life

Janice Reynolds

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