Extensive data mining revealed a group of mothers with kids who were preparing for their very first year at school. Knowing how anxious these mothers would be over the crucial preparations, we seized this moment of truth to convey a timely note of encouragement. Two weeks before school began, we sent them a heart-warming mailer of a child's pencil case, offering assuring advice and useful tips from Nestlé.

No formal response was required, but many mothers responded with heartfelt gratitude. Actual excerpts from a letter: "I was shocked plus excited because you really keep track of my family...no-one advised me before about how to prepare myself and my son on his first day of school." There were also letters from two single parents struggling to cope with the loss of their spouses. They thanked Nestlé for helping them cope, and how Nestlé was more than just their favourite brand, but a true confidante and friend.