#NIDOSerye: A Heritage Milk Brand Champions the Modern Filipino Family
The opening scene is a typical one. A young mother prepares her precocious toddler, Noah, for a trip to see dinosaurs. Noah is bubbling with excitement and Mom is busy packing his bag, adding some gentle reminders like: cover your nose when you sneeze and don’t put your hands in your mouth.
The surprise element is signaled by the chiming of the doorbell.
It’s Noah’s dad at the door, he has come to pick up their son.
As Noah scampers out the door, Mom issues one last reminder: “Have fun with Dad.”
This is the storyline of the first Nido Advanced Protectus 3+ commercial that introduced Noah and his family to viewers and the first time for the heritage brand to feature a day in the life of the modern Filipino family.
“We knew we were taking a risk, but for the longest time, our ads featured traditional families or celebrities and they were being ignored,” said Paolo Mercado Senior Vice President Marketing, Communication and Innovation of Nestle Philippines.
“In advertising, when you keep showing the expected, you become wallpaper. We needed a story with cut-through,” added Mercado.
The ad certainly created a buzz on social media. Consumers posted messages on the Nido Facebook page thanking Nestle for coming out with an ad that represents the diversity of Filipino family life. Of course, there was backlash, too. Some netizens accused Nestle of promoting divorce and destroying Filipino family values.
“We are not promoting divorce. We are simply reflecting the reality of solo parents. Even when parents separate, the love and commitment to their child remain constant,” explained Mercado.
Many consumers related so much with the ad that Nido no longer had to justify the creative intent of its message--their consumers did it for them.
Solo parents in the Philippines
Statistics on the number of separated couples or solo parents in the Philippines vary. Government statistics show that there are about 3 million single parent households while the Federation of Single Parents estimate that there are about 20 million single parents in the country.
A mother and father who continue to co-parent and raise their child is a reality for many Filipino parents, but their story is often told through a narrow story arc marked by negative stereotypes: parents slugging it out in shouting matches, with crying miserable children becoming collateral damage. Child custody is a testy issue of powerplay and dominance--at least that’s what the telenovelas tell us.
The Nido commercial offered an alternative to the usual narrative and it resonated so well with the audience. Messages flooded the Nido Facebook page prompting the brand to bring the characters to life online. Consumers were engaged, they became fans developing speculative back stories about why the couple split up, wondering if (and hoping) they might get back together again. They clamored for a next chapter, for a next commercial.
“What you see in the second commercial wasn’t the original storyboard that was presented by the Team. But we thought, the first commercial sparked real conversations and even back stories about why the couple separated, it would be a waste not to build on that momentum,” said Mercado.
A Part 2 was aired, showing Noah’s mom rushing home from work to pick up Noah from his dad’s bachelor pad. Part 3 shows the couple having fun in the rain with Noah.
It was only in the third commercial when Noah goes out into the rain that the story went into Nido’s functional benefits of protecting a child’s immune system, but it just showed Nestle that more than product attributes, consumers want a story that they can relate to.
The #NIDOSerye generated 11.5 million views and a 16.2% increase in sales as well as a 7% increase in brand imagery. The commercial trilogy became the most celebrated modern family love story.
Fans are pushing for another commercial and hoping that the couple will get back together. .
Mercado says there won’t be a fourth installment. “The couple does not have to get back together for there to be a happy ending. Even if they separate, parents will still continue to want the best for their child,” said Mercado.
As many solo parents know, a shared devotion and love for their child is a happy ending in itself.