1’000 campaign participants generated

approximately

14’000 product trials and

5’000brand related conversations

1 . P O I N T O F D E PA RT U R EN E S T L É C E R E A L S H A S C H A N G E D F O R M U L A A N D W I S H E D TO E N G A G E 1 ’ 0 0 0 S W I S S C O N S U M E R S I N P R O D U C T T R I A L A N D W O R D - O F - M O U T H .

2 . 2 ’ 8 0 0 P E R S O N S PA RT I C I PAT E D I N A N E N T RY S U R V E Y

3 . 1 ’ 0 0 0 C O O L B R A N D E R S S E L E C T E D TO T E S T A N D TA L K A B O U T T H E N E S T L É C E R E A L S W I T H N E W, I M P R OV E D F O R M U L A

COOL STATS BY N°1NESTLÉ

CEREALSBREAKFAST REPORT 2013

I N F O R M A B O U T N E W F O R M U L A

C H A L L E N G E

B R A N D N OTO R I E T Y B R E A K FA S T H A B I T S

WO M B Y C A M PA I G N PA RT I C I PA N T S

W O R D O F M O U T H C A M PA I N

• Feedback on Taste• Share with family / friends

81% Already knew about Nestlé Cereals

2’800campaign applicants

O F F L I N E O N L I N E

77% have re-purchasedNestlé Cereals

86%now integrate Nestlé Cereals more often in their breakfast

51%breakfast usually takes 10-20 minutes

Less sugar

More wholegrain

Richer in Vitamin D1

C O M M U N I T Y A C T I VAT I O N

TA C T I C

S O L U T I O N

R E SU LT

4 . 1 ’ 0 0 0 C O O L B R A N D E R S S E L E C T E D TO T E S T A N D TA L K A B O U T T H E N E S T L É C E R E A L S W I T H N E W, I M P R OV E D F O R M U L A

*selection of Lion, Nesquik, Cini Minis, Cookie Crisp

Selection of

1’000coolbranders

53% Had Nestlé Cereals at home at time of survey

9% Via friends and family

36% In the media (TV, magazines, online)

12% Cookie Crisp14% Lion

34% Nesquik

35% Cini Minis

1 ’ 0 0 0 C O O L B R A N D E R S S E L E C T E D TO T E S T A N D TA L K A B O U T T H E N E S T L É C E R E A L S W I T H N E W, I M P R O V E D F O R M U L AEach one received a WoM-Kit filled with different varieties of Nestlé Cereals

1 0 S M A L L E R PA C K S *

2 L A R G E PA C K S *

5 C L I P S

F LY E R S

55% Heard about new, improved formula for the first time on coolbrandz

45% Already heard about the new formula before

7% Eat breakfast “at work”

O F T H O S E 8 6 % W I T H P R I O R P R O D U C T E X P E R I E N C E14% have never eaten them before the compaign

86%Have tried them beforechange of formula

64% Confirm thatthe cerealstaste the same

75% In face-to-face conversations

25% In telephoneconversations

33%Say that theytaste betterthan before

3%say they preferredthe taste beforechange in formula

B R A N D N OTO R I E T Y

OV E R A L L R A N K I N G A F T E R T E S T

31% take 5-10 minutes

2% Less than 5 minutes

16% more than 20 minutes 40%eat breakfast cereals 2-3 x a week

86%prefer their cereals with milk

82%

1% Less important

46% Very important

17% Important

breakfast is of high importance

38%

say they look for a long-lasting satiable effect 35%

the principal advantage is that it is filling

For

92%

breakfast usually takes place “at home”

36% Extremely important

1% Say they take breakfast “on the road”

78%eat breakfast daily

1’000packs

157’000people reached

20’000conversations

generated

L I O N N E S Q U I K C I N I M I N I S C O O K I E C R I S P

21 43

52% spoke about their product experience online, together, they touched an audience of 157’000 people.

MILK

22%

Shared their feedback in other online channels

22% Used Instagram to give feedback

32% Shared feedback on Facebook

24% Posted their feedback on blogs and forums

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N e s t l é c e r e a l s - b r e a k f a s t r e p o r t 2 0 1 3