Nestlé Nutritio Nal Compass evolution - Головна compass evolution... · 2 Nestlé Nutritio Nal Compass evolution: Building on success G o o d F o o d, G o d L i f e ... –

Nestlé NutritioNal Compass evolution: Building on success

Standard

Mandatory

Confidential

December 2010

Issuing Functionstrategic Business units, marketing & sales

Author/issuing departmentCorporate Wellness unit

Target audience all employees

Related Group Principles / Policies, Standards or GuidelinesNestlé NutritioNal Compass Guidelines (2005)Building Winning brands with NHW Claims standard (2009)Nestlé Brand Communication and identity standard (2011)

Repositoryall Nestlé principles and policies, standards and Guidelines can be found in the Centre online repository at: http://intranet.nestle.com/nestledocs

Approverexecutive Vice president strategic Business units, marketing & sales

Date of publicationDecember 2010

Copyright and confidentialitythe content of this document may not be reproduced, distributed or disclosed to third parties without proper authorization. all rights belong to Nestec ltd., Vevey, switzerland.© 2010, Nestec ltd.

DesignNestec ltd., Corporate identity & Design, Vevey, switzerland

Standard

Mandatory

Confidential

December 2010

1Nestlé NutritioNal Compass evolution: Building on success

the NutritioNal Compass evolution addresses these improvement areas and is designed to help the markets better implement this successful platform worldwide.

this document is an addendum to the original Nestlé NutritioNal Compass Guidelines published in 2005. this document will detail the evolution of the Nestlé NutritioNal Compass, highlighting the changes from the original concept and design.

please read and use this standard in conjunction with the original NutritioNal Compass Guidelines and Nestlé Brand Communication and identity standard for implementation.

the Nestlé NutritioNal Compass has been a trustworthy guide for our consumers on their journey to Nutrition, Health and Wellness since 2005 and appears on 97% of Nestlé packs worldwide (by Nps).

the Nestlé NutritioNal Compass has been successful in its objective of encouraging and empowering consumers to make informed choices about their diet and enjoy a more balanced life. this is borne out by various factors:• 39%¹ of consumers recognize the

NutritioNal Compass – a significant achievement for a tool which sits on the back of pack and has no dedicated pFme spend

• Consumer research has shown that 60%² of consumers find the NutritioNal Compass more helpful and informative compared to other nutrition information systems

• the Corporate equity monitor has shown us that the NutritioNal Compass has a strong impact on Nestlé equity, driving positive perceptions on all parameters tested

However, we would like to remain ahead of the curve and build on our leadership position. Five years of NutritioNal Compass implementation in markets have shown us some areas of improvement. • Nestlé branding and impact• removal of repetition and stronger alignment

with Company promise• Development of consumer-centric messages

which help consumers make tastier, healthier choices

• information hierarchy and role sharing between Corporate and product brands

• on-pack execution

introduction

1 Corporate equity monitor 2009.2 11 market study conducted with 8,400 consumers.

2 Nestlé NutritioNal Compass evolution: Building on success

Good Food, Good Life®

* Recommended Daily Values are guideline.Personal requirements vary depending on age,

weight and activity levels.

NUTRITIONAL Per 100g Per portion % GDA* INFORMATION of 300g Per 100g

Energy 547 kj 1641 kj 130 kcal 390 kcal 20%

Fibers 1,1 g 3,3 g 13%

Carbohydrates 14 g 42 g 16% of which sugars 1,6 g 4,5 g 5% Fat 5,4 g 16,2 g 23% of which Sat 0,7 g 2,1 g 11%

Proteins 6,4 g 19,2 g 38%

Sodium 0,3 g 0,9 g 38%

Good to remember

Good to talk0800 456 457www.nestle.com –

Good to knowProduct brand…

Good questionHow can I…?

the evolved NutritioNal Compass improves upon the current NutritioNal Compass in many ways. the key changes are:

1. the crescent and “siNCe 1866” have been removed from around the Corporate logo at the centre of the NutritioNal Compass enabling the Corporate logo to be bigger with greater impact

2. the Corporate logo now appears on a completely white background

3. the headline should be “Good Food, Good life”

4. a new Good Question box has been added5. the Good to remember and Good to talk

boxes have been merged to form one box6. the arrows attached to the text boxes are

only oriented horizontally or vertically (at 90° or 180° from the Nestlé logo) for simplification

7. the NutritioNal Compass should cover at least 30% of the back of pack area

The evolved NUTRITIONAL COMPASS

evolved NutritioNal Compass

1. 2. 3. 4.

6.

5.







Fibers 1,1 g 3,3 g 13%



Sodium 0,3 g 0,9 g 38%

Good to remember




the Nestlé Corporate endorsement is denoted by the use of the Corporate logotype at the centre of the NutritioNal Compass.

all text boxes and arrows radiate from the Corporate logo. the usage of the Corporate logotype at the centre of the NutritioNal Compass has changed. the changes are:• the crescent has been removed from

around the logotype• the words “siNCe 1866” have also been

removed• the logotype now appears on a completely

white background which covers the entire space within the line connecting all the text boxes

it is recommended that the Nestlé logo at the centre of the NutritioNal Compass be in the approved colour schemes (please refer to the Nestlé Brand Communication and identity standard, 2011). However, recognizing the diversity of pack backgrounds and costs, continuing with the concept of “rigid flexibility”, the predominant colour of the packaging, closest to the approved colour schemes can also be used for the Nestlé logo at the centre of the NutritioNal Compass.

Nestlé Corporate logo




Good to remember


Good to know

Good question





Fibers 1,1 g 3,3 g 13%



Sodium 0,3 g 0,9 g 38%

• leave a clear zone around the logotype (as shown), to avoid a “squeezed in” look. to do this, visualize the logo as a square. leave a space around the logo “square” such that the sides of the outer square are at least 130% longer than the logo width

to ensure that the Corporate logo is prominently visible within the NutritioNal Compass, two sets of rules have been devised. While implementing the NutritioNal Compass on pack, these rules have to be followed.

Size & position of the Corporate logotypethe Corporate logotype should cover at least 10% of the NutritioNal Compass surface area. to do this:• Visualize the NutritioNal Compass as a rectangle as shown below• the Corporate logotype should fit into a square which is at least 10% of the NutritioNal

Compass “rectangle”• ensure that the logotype is centred within the NutritioNal Compass

Visibility & impact of the Corporate logo

130% of the logo width

10% of the Compass size







Fibers 1,1 g 3,3 g 13%



Sodium 0,3 g 0,9 g 38%

Good to remember




Good Food, Good life is the recommended headline for the NutritioNal Compass. there are some rules regarding the usage of this headline:• as this is a registered trademark in many

countries, it should always be accompanied by the ® or ™ symbol. this should be verified with the regional intellectual property advisor (ripa)

• usage of the headline should also be verified with the local regulatory advisor

• Good Food, Good life within the NutritioNal Compass must be written in univers 630 typestyle and in upper and lower case (as shown). please refer to the “Nestlé Brand Communication and identity Guidelines” (2011)

• local translations of this headline can only be used after prior approval by the marketing & Consumer Communication team at the Centre

in exceptional circumstances e.g. due to the local regulatory environment, where Good Food, Good life is not authorized for use, please propose an alternate headline for approval from the Central marketing & Consumer Communication team at Vevey.

the headline sets the mission for the NutritioNal Compass. the best mission statement is our Corporate proposition and slogan – Good Food, Good life.

Headline

Good Food, Good life®







Fibers 1,1 g 3,3 g 13%



Sodium 0,3 g 0,9 g 38%

Good to remember





We fully recognize that space will always be at a premium on packs. Different pack environments call for different solutions. We have provided some examples later in this document to illustrate the flexibility in usage of the NutritioNal Compass on pack. However, to fully leverage this successful platform we must ensure the following:• Good quality messages• NutritioNal Compass remains consumer

centric and helps consumers make healthier choices

• Clear communication roles for the product Brand and the Corporate Brand

therefore, this has driven us to the following steps:• a new box, the Good Question box, has been

added to ensure consumer centricity• the Good to Know box remains the clearly

designated product Brand Box• space permitting, we have merged the

Good to remember with the Good to talk box and this is where the Corporate Brand adds further value

Good Question boxthe Good Question is the consumer’s box. this is the space where we highlight an issue impacting consumption of the product which is important to consumers. some guidelines regarding the Good Question box:• the phrase within the Good Question box

should always be in the form of a question• start with the hook of “How, What, Can i, Did

you know.....?”• the question should be related to the

consumption of the product while being pertinent and relevant to the consumer

• it should address a Nutrition, Health and Wellness need

• Work with a Consumer insight specialist to find a differentiating question. avoid generic questions

text Boxes







Fibers 1,1 g 3,3 g 13%



Sodium 0,3 g 0,9 g 38%

Good to remember









Fibers 1,1 g 3,3 g 13%



Sodium 0,3 g 0,9 g 38%

Good to remember





Good to remember

Good to talk0800 456 457www.nestle.com -

Good to Know boxthe Good to Know box belongs to the product Brand. this is where the product Brand answers the query raised on behalf of the consumer. in this space, the product Brand can elaborate and expand front of pack claims. the product Brand does this by:• leveraging 60/40+ assessment• leveraging the inherent product attributes and

benefits delivered by the product• leveraging the Brand properties and heritage

aligned with Brand essence

• Highlighting relevant nutrients on the nutritional table which support the answer

• offering useful information which is credible, defendable and continuously refreshed. (please refer to the ‘Building Winning Brands with NHW Claims’ standard for further reference)

it is recommended that the message starts with the Brand name e.g. NesCaFé recommends...., NiDo contains...., maGGi offers... etc.

Good to Remember & Good to Talk boxesthe Good to remember box and the Good to talk box have been merged to keep the maximum number of NutritioNal Compass boxes the same as before.

the Good to remember box is the Nestlé box. this is where Nestlé adds value to the consumer proposition made by the product Brand. Nestlé adds value by:

• leveraging the Company’s vast expertise and knowledge e.g. Nestlé research

• reinforcing Quality and trust• showcasing our tremendous efforts in offering

our consumers the best in Nutrition, Health and Wellness

• addressing issues of public concern and offering good tips and advice on good habits

the Good to talk box remains our contact box. Keep it simple by including just the contact phone number and a website address.




of course, exact rectangles are not always possible to visualize on the back of pack. in this case, the total surface area of the NutritioNal

Compass should be at least 30% of the back of pack as shown in the example from NesCaFé below.

the NutritioNal Compass is a successful manifestation of our Nutrition, Health and Wellness leadership. our challenge is to ensure that the NutritioNal Compass is prominently visible on the pack. increased visibility for the NutritioNal Compass translates into strong equity for Nestlé and its brands.

to ensure optimum visibility, it is stipulated that the NutritioNal Compass should cover at least 30% of the back of pack surface area.

the NutritioNal Compass area can be visualized as a rectangle (as shown below). this “rectangular” shape should cover at least 30% of the back of pack.

Visibility & impact of the NutritioNal Compass

minimum 30% of back of pack

at least 30% of back of pack








Sodium 0,3 g 0,9 g 38%

Good to talk

0800 456 457

www.nestle.com






Fibers 1,1 g 3,3 g 13%



Sodium 0,3 g 0,9 g 38%

Good to remember


Good to know






Fibers 1,1 g 3,3 g 13%



Sodium 0,3 g 0,9 g 38%

Good to talk

Good question

Good to know

0800 456 457www.nestle.com –






Fibers 1,1 g 3,3 g 13%



Sodium 0,3 g 0,9 g 38%

Good to remember




the NutritioNal Compass has always worked under the guiding principle of “rigid Flexibility” i.e. there are mandatory and variable execution solutions. this is in order to adapt to your local needs and those of the Company. this ensures that the NutritioNal Compass can be adapted

for use on packs of different sizes, shapes, colours, multiple languages and in diverse local regulatory environments.

Here are some examples of how the NutritioNal Compass text boxes can be adapted for size.

For limited space, only the Nutritional Table and the Good to Talk box can be used.

The Good Question box can be removed leaving the Good to Know, Good to Remember and Good to Talk boxes.

In some instances, the Good Question and the Good to Know boxes can be combined. The Nutritional Table and the Good to Talk boxes should always be retained.

For full impact, the NUTRITIONAL COMPASS should incorporate all boxes as well as the Nutritional Table.

“rigid Flexibility”


as a general rule, the NutritioNal Compass applies to all Food & Beverage products of the Company as per this standard. it does not apply to puriNa petCare products.

it is difficult to anticipate all NutritioNal Compass executions for all businesses, markets and circumstances. We are faced with an incredible matrix of possibilities within our brand architecture where we have the Corporate brand, product brands, category brands, joint-venture products etc.

in light of this and keeping with our guiding principle of “rigid Flexibility”, sBu/GsBu/GmBs, in collaboration with the Corporate Wellness unit, have allowed some exceptions for commercial reasons.

However, we encourage all brands and businesses to consider implementation of the Nestlé NutritioNal Compass as per this standard and clearly not to remove it where it already exists.

all exemptions in the application of the NutritioNal Compass going forward must be approved in writing by the sBu/GsBu/GmB with alignment from the Corporate Wellness unit. in this way we will continue to lead industry throughout the world, with our unique, consistent nutrition labelling solution which is a proven manifestation of Nestlé’s Nutrition, Health and Wellness leadership.

application scope


Nestlé consumer services • PO Box N207, YORK Y091 1XY

*GDA guidelines are personalrequirements vary depending on age,


NUTRITIONAL Per 45g Per 100g % GDA* INFORMATION Energy 1100 kj 2120 kj 250 kcal 507 kcal 13%

Protein 3,4 g 7,5 g 8% Carbohydrates 30 g 66,6 g 13% Fat 13 g 28,8 g 19% Sodium Trace 0,1 g 2%


Good to talkwww.nestle.co.uk0800 456 457

Good Food, Good Life ®

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3-5 cups of Nescafé fit well into a balanced lifestyle.

How many cups of coffee can I have in a day?

Good question

Good to know

Good to talkwww.nestle.com0800 456 457

NUTRITION Per Per 1.8 g Adult INFORMATION 100g Serving GDA* TYPICAL VALUES Energy 269 kJ 5 kJ 2000 63 kcal 1 kcal kcal Proteins 7.0 g 0.1 g 45 g Carbohydrates 9.0 g 0.2 g 230 g of which: sugars 9.0 g 0.2 g 90 g Fat 0.2 g Trace 70 g of which: sugars 0.1 g Trace 20 g Antioxidants 21.0 g 0.4 g

*GDAs are guidelines.Requirements vary with age, gender,


Given below are examples from five different brands to illustrate the implementation of the evolved NutritioNal Compass. these are for illustration purposes only and should not be interpreted as actual packs from a particular market.

illustrative examples

Figure 1: KITKAT

Figure 2: NESCAFÉ



Nido, for the world'snumber 1 child!

For one portion of Nido 5+,add 3 spoons (aprox. 36g) into 225 ml of previously

boiled water.

How to do it

3x

Good to remember

Good to talk

Clinical studies conducted by Nestlé Research clearly demonstrate that bone density is better maintained with Calci-N than other calcium salts.

www.nestle.com - 0800 456 457

Nestlé consumer services - PO Box N207, YORK Y091 1XY

How can I give my child the right nutrition for healthy growth?

Good question

Nido 5+ has been enriched with vitamins and minerals for healthy growth.Nido 5+ is formulated with Calci-N, a natural calcium derived from milk, which helps to build and maintain strong bones.

Good to know

NUTRITIONAL Per 100g Per serving % RENI*INFORMATION powder 225 ml + 36 g per serving powder (4-6 yrs. old)

Energy 429 kcal 154 11%

Proteins 23 g 8 21%

Carbohydrates 53 g 19

Fat 14,1 g 5,1

Iron 7 mg 2,5 28%

Calcium 1392 mg 501 91%Vitamin D 184IU 66

% RENI (Recommended Energy andNutrient Intakes) are guidelines.

Personal requirements vary for different agegroups. This figure is a % for this target group.


I N F O M A R K E T I N G

Choux fleur (40%)

Good questionHow can I prepare ahealthy meal whichmy family will enjoy?

Good to knowMaggi, a Nestlé brand, proposes you healthy and delicious Gratin stuffed cabbage:

• Vegetable: one of the 5 recommended daily portions of fruits and vegetables contributing to your fiber need.

• Beef: rich in protein.

Good to remember

Good to talk

Exercise and good food play vital roles in a healthy, balanced lifestyle. And there’s no better way to burn calories than regular exercise!

0800 456 457www.nestle.com -





Fibers 1,1 g 3,3 g 13%

Carbohydrates 14 g 42 g 16% of which sugars 1,6 g 4,5 g 5%

Fat 5,4 g 16,2 g 23% of which Sat 0,7 g 2,1 g 11%


Sodium 0,3 g 0,9 g 38%

Figure 3: NIDO

Figure 4: MAGGI


Good questionHow can I ensure that my child consumes adequate amount of iron to guard against tiredness and fatigue?

Good to knowEating Iron-rich foods together with drinking two glasses of BEAR BRAND per day may help address Iron deficiency in children 4-6 years old. This product is a source of Iron, Zinc and Vitamin C - LAKAS RESISTENSYA nutrients which help support the immune system.

NESTLÉ CONSUMER SERVICEStel: 898-0061

P.O. Box 155, Manilawww.nestle.com.ph

Good to talk

NUTRITIONAL COMPASS®® Registered Trademark of Société des Produits Nestlé S.A.

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lorem ipsum dolo,BEAR BRAND lorem ipsum dolo lorem

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Global Level:Corporate Wellness UnitCorporate Wellness unit Head – [email protected] strategic marketing & Communication – [email protected] marketing advisor – [email protected]

Marketing & Consumer Communicationmarketing & Consumer Communication Head – [email protected] identity & Design manager – [email protected] identity & packaging manager – [email protected]

Market Level:Communication DirectorsNHW managers

Nestlé NutritioNal Compass Key Contacts

Figure 5: BEAR BRAND

Documents

Nestlé Nutritio Nal Compass evolution - Головна compass evolution... · 2 Nestlé Nutritio Nal Compass evolution: Building on success G o o d F o o d, G o d L i f e ... –