BUILDING BRAND LOYALISTS

CHALLENGE
While best known in this country for its chocolate, Nestlé is a world leader in nutrition. It hungered to spread the word of its commitment to help people with diabetes live normal lives.

INSIGHT:
It’s not about managing a disease, it’s about managing to help people feel normal again.

SOLUTION:
The Everyday Eating program—a friendly, and decidedly nonclinical, source of information and support for healthy eating and healthy living. With content for both newly diagnosed and veteran diabetics, the program’s Web site, magazine and e-newsletters, retailer program, and consumer advertising have built a large and growing core of brand advocates.

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