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Nestle Japan: Brand-Boosting Movies Drive Market Penetration For Older Products

July 25, 2017: 12:00 AM EST
The Nestlé Japan marketing chief says the company is welding marketing to entertainment by producing long-form movies that increase brand engagement on older products and “communicate your brand’s values and worldview” in ten or 15 minutes. Since 2010, the company has used the Nestlé Amuse media platform to compile a Theater section for brand videos that has attracted five million registered users. Masafumi Ishibashi says the company will continue to employ traditional TV and other mass media ads for new product introduction. But for brands like Nescafé and Kit Kat that everybody recognizes, the new long-form movie is the best way to deepen market penetration. [ Image credit: © Nestlé Japan  ]
Shin Osada, "Nestle Japan CMO Masafumi Ishibashi on brands as publishers", Digiday, July 25, 2017, © Digiday
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