Nestlé "Does Good" campaign drives the new Nestlé Global positioning (Nutrition, Health and Wellness). Main communication activities are activated by strategically brands and Nestlé’s values are transferred to and back from the brands through the theme. A selection of mixed media was employed to transform fiction into reality.

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.

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).

The most important and adequate content programmes, with high ratings, were used to drive the new Nestlé positioning as a company dedicated to Nutrition, Health and Wellness. Using creative media, transforming fiction into reality, all-important Nestlé values were activated behind that and transferred to all Nestlé brands. After that all Nestlé brand commercials used this concept to guarantee the success of this new positioning.

The main idea was to launch a Nestlé magazine into the most important soap opera "Celebrities", taking advantage of the editorial content. The key executive of the soap opera publisher advises that Nestlé could be a good partner. Nestlé accepted to share the project and finally the magazine was launched on TV by brand placement. Besides that, a TV commercial with the same executive launched "Nestlé Does Good" magazine in real life, available on newsstand to all. "Faustão" (The most important Brazilian speaker)presented a summary how Nestlé transformed fiction into reality.