YOU can hardly find a household in Malaysia that has no Nestle products, and its products, from Milo to Maggi, have a special place in the hearts of many Malaysians.

The Malaysian experience with the Nestle products is quite unique. Hence Nestle Products Sdn Bhd communications director Khoo Kar Khoon knew that it had to take a different approach in its 100th anniversary celebration campaign in Malaysia compared with the Swiss food giant's anniversary campaigns elsewhere in the world.

Khoo recalls being asked by the top management overseas to look at the best practices in other markets, but he understood that the form of the commercials would depend on the level of market development. Many companies in a similar position may opt for TV commercials on how their products are being used at different stages of life, but the Nestle Malaysia team and its advertising agency, McCann Worldgroup, realised that the Nestle brand in Malaysia has many “incredible stories” it is in a unique position of being able to say it has been by the side of Malaysians all this while to the point that many Malaysians consider brands like Maggi or Milo as Malaysian.

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