How do you transform a classic brand into a contemporary product? You make it the hottest trend in its category. In order to create consumer appeal, we reshaped the personality of Nestlé's Nescafé Frothé by aligning the brand with the hottest entertainment properties in the market. Using our Media in Mind proprietary tool, we recognized which multi-media touch points would connect the primary consumer audience to the client's brand. The target, women 25-49, looks to entertainment properties such as Instyle, Access Hollywood, and The WB, to define and reflect the latest trends in our society. To take full advantage of this opportunity, we invested in entertainment as a way to establish Nescafé as the latest "must have" product.