We were asked we promote Nestum’s new ready-to-drink.  We had known the brand as the go-to cereal from our childhood, but could we then position the product beyond the family breakfast table that will appeal to young professionals?

Cereal isn’t exactly a sexy topic, but health and wellness is. Leveraging on the social media unboxing trend of the day, we developed a campaign to get influencers and members of the media to embark on a challenge to kick unhealthy snacking to the curb.

Together with Nestle’s nutritionist, we created a box containing healthier alternatives to ‘goreng pisang’ (fried banana fritters) like goji berry and popcorn, that can be paired with Nestum Banana Caramel to fuel up before the gym or for late night TV-watching snacks.

The #bananamelchallenge garnered more than 27,000 likes, comments and video views, whilst achieving six figure earned media value in just 3 short months