Nesquik is part of growing up. Our challenge was to take ownership of its tired and increasingly irrelevant icon, Quicky, and help him compete with the energy of TV characters for 4-11 year olds. We also needed to enhance the perception of Nesquik as everyday fun, and make the web activity consistent in as many markets as possible.Kids don’t expect PS2 experience on the internet (they’ve heard of bandwidth!) They need familiar places to explore themselves and share with friends. They like instant games and are happy to learn things. Quicky could occupy a territory of familiar friend online with an invigorating attitude.

Kids need visual stimulation. There’s plenty. They create their own tree house (from 3.7 billion options). They choose friends. They go on adventures. They collect interactive stickers that appear instantly in a sticker album. Once ten stickers have been collected, they can trade online. And Quicky’s attitude is now fun but relevant.Results:We’ve made Quicky sticky. Over a million kids have now experienced Nesquik online, staying for an average of fifteen minutes, ten minutes longer than on Disney. Brand consistency has now been achieved in 14 markets.