Nesquick Youth Soccer
Research overwhelmingly points to the fact that chocolate milk is a great recovery drink after sports. To capitalize on this and reach the Nesquik target mom with children 5-12, GSG created a marketing program focusing on youth sports, starting with soccer. Through partnership marketing with AYSO and US Youth Soccer, as well as celebrity soccer players, and an MLS team, GSG helped Nesquik change the tradition of postgame drinks from sugary sports drinks to carbohydrate-and-protein rich Nesquik.
Objectives
- Increase awareness of Nesquik as a recovery drink
- Engage soccer coaches to promote a chocolate milk for postgame recovery
- Increase sales through soccer celebrity endorsed events
Results
- 87% penetration of the soccer market
- 77% awareness of chocolate milk as a great postgame drink (coaches)
- 66% awareness of chocolate milk as a great postgame drink (parents)
- 68% sales lift on soccer pack