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Le Parfait by Nestlé: Swiss Creativity

 

Posted on October 1, 2008
Gonzague Dambricourt

 

Have you heard of Le Parfait? It’s a true Swiss legend when it comes to food in a tube.

So how do you get people hyped up about paté via web 2.0 when the brand has had such a traditional approach for years? This is the question that Parfait asked itself. Well, as of this September, le Parfait, by Nestlé, is testing out viral marketing waters. We’ve already seen Nestlé hop on the 2.0 bandwagon with Kit Kat. However, the product that we’re now dealing with is slightly different.

Thanks to BuzzParadise Switzerland (in cooperation with Tasmanie agency) a few lucky French and German speaking bloggers received a mystery package in the mail. It contained among other things a tube of le Parfait as well as a Swiss army knife and a mooing box. Yes, a box that moos. Cow not included. It’s an original way to get even those who "have seen it all" interested and draw attention to the launch of the new official site.

Nestlé has decided to adopt a different type of communications approach while leaving the essence of its product untouched. Bloggers were called on to unleash their creative side by participating in the online contest "Que feriez-vous pour ne pas perdre une miette?" ("How far would you go to savor every last bit?"). The best part: bloggers got a sneak preview of a commercial showing just how far one man would go to get the most out of his le Parfait tube. See for yourself:

This just goes to show that tradition can go hand in hand with innovation.


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Source:
- The article on culture-buzz.fr
- Adapted by Lucia Catania


 

Comments

1. Saturday 11 July 2009 attime 09:04, by Gaynor

Can anybody help me find a retailer who will ship LE Parfait pâté to the UK. I have been buying this from swissmade.com, but their website no longer seems to be in existence.

Your help would be much appreciated, as Nestle’s are unable to help me.

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