All in the Making

Agency Network: 
Published/Aired: 
July 2021

Description

Remember the first time you measured, mixed and sipped your first glass of NESQUIK chocolate milk? That first true taste of independence? For many kids, part of growing up is mixing their own glass of NESQUIK, something they can make by themselves.

To launch a line of new and improved syrups and powders, NESQUIK and McCann Canada are calling on parents of a previously unidentified age group they’re calling ‘Betweenagers.’

What’s a Betweenager? We’ve all lived it. That awkward age where you’re too old for the things you grew up with and too young for everything else. Except NESQUIK. The flavored milk, typically associated with nostalgia, is growing up too.

The campaign’s tagline, “It’s All in the Making,” is a nod to the fun act of mixing the product into milk but also a deeper connection to the role NESQUIK plays throughout a child’s development. Parents can feel good about sharing NESQUIK with a new generation of NESQUIK drinkers, as they enjoy the same great flavors with a reformulated recipe.

NESQUIK syrups and powders each have new ingredients featuring no artificial flavors, colors or sweeteners. The range is also enriched with micronutrients, including iron and vitamins A, B3 and C so parents can feel good about including it in their family’s snack time and recipes.

The multimedia TV, social and digital campaign introduces Canada to the ‘Betweenages’ and the role NESQUIK plays during this stage in their lives.

Film advertisement created by McCann, Canada for Nestle, within the categories: Food, Non-Alcoholic Drinks.

Advertising Agency: McCann Canada, Canada
Chief Creative Officer, McCann Canada: Josh Stein
Associate Creative Directors, McCann Canada: Bill Schaefer, Ihar Turtsou, Amy O’Neil
Creative Director, Design, McCann Canada: Steven Tasker
VP, Group Account Director, McCann Canada: Emily MacLaurin-King
Account Director, McCann Canada: Theo Wolski-Davis
Chief Strategy Officer, McCann Canada: Amanda Jones
Strategists, McCann Canada: Shereen Ladha, Josh Hansen
Executive Producer, McCann Canada: Jacqueline Bellmore
Producer, McCann Canada: Tracy Luong
Director, Soft Citizen: Perlorian Brothers
Executive Producer, Soft Citizen: Rob Burns
Line Producer, Soft Citizen: Merrie Wasson
Editor, Rooster: Michelle Czukar
Assistant Editor, Rooster: Sarah Carlisle
Executive Producer, Rooster: Samantha McLaren
Colourist, Alter Ego: Wade Odlum
Producer, Alter Ego: Jane Garrah
Online Artists, Fort York: Andrew Rolfe
Executive Producer, Fort York: Erica Bourgault-Assaf
Audio Director, Pirate: Vanya Drakul
Audio Producer, Pirate: Lauren Davies
Production: Craft:
Director, Craft: Raha
Producer, Craft: Travis Wood
Post Production: Craft:
Editor, Craft: Harrison Glachan
Colourist, Craft: Joana Rodrigues
Online Artist, Craft: Dave Giles
Audio Engineer, Craft: Dino Cuzzolino
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