Brand placement in "Celebrities", a specific commercial launching "Nestlé Does Good" magazine, and Nestlé magazine issues available in the newsstands, followed by an insert in major popular TV show "Faustão", and finally three emotional commercials to sustain the new Nestlé positioning (Nutrition, Health and Wellness).

It was the first time the most important Brazilian communication group "Globo" was activated to cross media: brand placement, actors, TV spots, publisher, with a huge negotiation: 40% discounts. A Local research was applied, and resulted in the new positioning to consumers, making this project a success.