Developed at JWT

Nestlé has been part of Thai homes for over a century, yet many products—Maggi, Carnation, Milo— are loved individually, without linking back to the brand.

This isn’t a brand problem; it’s a portfolio perception gap. So instead of forcing a corporate stamp, we anchored Nestlé in a role that already exists: Mom’s trusted partner—not as a claim, but as a behavior.

From this came Supermom—a platform where Nestlé isn’t the hero, but the sidekick, enabling moms every day.

We launched with a hero film and scaled across online and social platforms, including Facebook and LINE, positioning Nestlé as a go-to hub for today’s Thai moms—relevant, useful, and always present. The work earned recognition at the YouTube Awards.

We then built an always-on content system to stay connected to different types of moms and their realities. Because this wasn’t just about reconnecting products to the brand, but
re-establishing Nestlé as an indispensable partner in everyday life.