Bangkok – 20 Mar 2019: Nestlé, the world’s leading food and beverage company, today introduced the Nestlé “Active Thailand” 2019 Corporate Campaign, reinforcing its commitment to supporting the Thai government’s health agenda while fulfilling the Nestlé Purpose of enhancing quality of life and contributing to a healthier future. The new campaign reflects Nestlé’s “Good Food, Good Life” concept to provide health and nutrition knowledge and inspire Thai people to stay active every day by making good life simple through the 3Es: Eating, Exercise, and Emotions, which was initiated by the Department of Health and popularized by the Thai Health Promotion Foundation. With a budget allocation of 85 million baht, the Nestlé Active Thailand Corporate Campaign is supported by an integrated communications program to promote the concept “Make Good Life Simple.” It features three web films highlighting the 3Es; the Supermom Chatbot, the first chatbot in Thailand’s food & beverage industry that provides health and nutrition knowledge to consumers; the 11th annual Nestlé Corporate Roadshow; and social media and digital communications activities that aim to reach 10 million people nationwide.
Thailand’s food and beverage market, valued at 104,000 million baht, grew 1.9% in 2018. Nestlé outgrew the market with 3.1% growth (Source: Nielsen) and is considered by consumers as the number-one trusted food and beverage company in Thailand(Source: Ipsos). Nestlé touches the lives of millions of Thai people every day, providing “Good Food” through quality products and healthier choices under global brands such as NESCAFÉ, MILO, and BEAR BRAND. The company also shares nutritional knowledge to inspire individuals and families to live a “Good Life,” contributes to the community through activities, and protects the natural environment on which we all depend.
Mr. Victor Seah, Chairman & Chief Executive Officer of Nestlé Indochina, said, “In Thailand, our corporate strategy is all about innovation. We want to make ‘Good Food, Good Life’ more relevant to Thai consumers, and ‘Good Life’ is the key agenda we are promoting today. I am pleased to announce the launch of the Nestlé ‘Active Thailand’ 2019 Corporate Campaign, which highlights the 3Es: Eating, Exercise, and Emotions, to support the Ministry of Public Health’s agenda for healthier living. As Thailand’s number one trusted food and beverage company, it’s our responsibility to ensure our products, as well as our health and nutrition education programs, contribute to a healthier and happier life for individuals and families. With this campaign, we are taking a new step to make Thailand a healthier country by inspiring Thai people to make good life simple in many innovative ways.”
Health and wellness research by Nielsen Thailand shows that 92% of Thai consumers believe that they are healthy, but 53% of this sampling group are also overweight. They think that being healthy means not getting sick, and that a healthy lifestyle requires money. They also believe that their daily lifestyle is too busy, with no time to exercise, and many lack discipline.
Ms. Somrudee Boonhaijaroen, Communication & Marketing Services Director, Nestlé (Thai) Ltd., said, “The research guided us on our important mission of developing healthier and tastier choices while providing Thai people with health and nutrition knowledge. At Nestlé, we believe that having a ‘Good Life’ is a legitimate right for everybody and it should be simple and accessible to all. This is why we are introducing the Nestlé ‘Active Thailand’ 2019 Corporate Campaign to support the government’s health agenda by sharing innovative ideas to use items found in every household to make good life simple by following the 3Es, which are Eating, Exercising, and Emotions.”
Nestlé has allocated 85 million baht for the campaign, including integrated communications, which features three web films that emulate a direct sales TV program, which most Thai moms are familiar with. The films show how simple items found in every household can become ‘Make Good Life Simple Innovations.’ These items, which offer easy ways for anyone to make good life simple, are a cooking pan that reduces the amount of oil needed to promote healthy eating, an exercise mop that encourages fun and easy workouts, and how to use a fan to make a happy sound to show that controlling your emotions matters.
For social media and digital communications, Nestlé has partnered with social influencers to promote the 3E approach to consumers across Thailand. Nestlé is the first food & beverage company in Thailand to launch a Supermom Chat Bot that offers consumers health and nutrition knowledge on demand and explains the Make Good Life Simple innovations. The Nesté Corporate Roadshow, celebrating a decade of success in 2019, has had a positive impact on the health of over three million people in 624 sub-districts in Thailand’s rural areas nationwide. This year, Nestlé will also promote the Make Good Life Simple innovations at the roadshow.
“We expect this campaign will inspire Thai people nationwide to become more active and have a healthier future. We hope to see everybody in Thailand taking action to build a healthier country together. We also want to strengthen Nestlé’s role as a trusted and relevant partner to inspire Thai people to be active in making good life simple,” added Victor.
“With the Nestlé ‘Active Thailand’ 2019 Corporate Campaign’s integrated activities and platforms, we aim to reach over 10 million people throughout the country. We hope this campaign will encourage Thais to stay active every day, as it all starts with you at home,” concluded Somrudee.