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Nestlé’s Everyday Milk
dairy intimate
by Umair Naeem
December 22, 2008
In Pakistan, tea is a national beverage consumed in all walks of life. Interestingly, Pakistani consumers pay more attention to the quality and blend of the tea leaves than to the milk used in it. Given this environment, Nestlé must be credited for creating consumer awareness and generating a brand of milk specifically for use with tea more than ten years ago.
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Nestlé’s Everyday milk brand was launched as a “Tea Whitener,” and over the years has established itself as the leader in the widespread tea-drinking market. Although its earlier communications tended to focus more on the basics, with taglines such as “Special Milk for Tea,” Everyday’s recent campaign has moved toward the emotional side—having successfully established the brand’s reason for existence—by building the brand around the bonds between husbands and wives. The current brand strategy relies heavily on the platform of married couples who understand and love each other. The brand identity is based on the value of “understanding”: Everyday milk “understands” tea like no other milk.
Nestlé built a website especially for the Everyday brand that offers an interesting take on relationships—a key association for the brand. Nestlé Everyday Soul Mates stays true to the brand message while simultaneously expanding upon it to reach consumers through the Internet. Upon entering the website, visitors immediately realize that the content focuses on relationships and intimacy. The soft colors and simple layout design link the website to the brand in a very effective manner.
The website is warm and forthright, traits that the Everyday brand also reflects. The main sections are highlighted clearly at the forefront, making the site very user friendly. Visitors can take a quiz to find out where they stand in their relationships, ask a professional psychologist for advice on their marriage or go to a section that offers detailed advice on a variety of topics (from expectations in marriage to needing space) pertaining to husbands and wives. Visitors can even play “Maze ‘o’ Metre,” a Pac-Man–style game adapted to fit the relationships theme.
Although Everyday Soul Mates is about relationships, it ensures that the content only refers to the bonds between husbands and wives—not unmarried men and women. This is largely due to the assumption that happy feelings are strongly associated with committed married couples more so than with other couples.
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The website also offers links to the corporate Nestlé website and a separate page where visitors can view TV ads for the Everyday campaign. Sadly there is no “about” page where people can learn more about the Everyday brand and what it has to offer. It is also quite clear from exploring the website that—although it has obvious potential—this is a “version 1.0”.
Everyday Soul Mates would be more effective if it provided collaborative features such as forums where registered users (couples) could share advice and meet other likeminded couples. Allowing users to register and interact would increase sustained traffic and loyalty. Also, customizable content and newsletters for those specific registered couples would mark the beginning of a committed community that could greatly increase brand strength and awareness. Furthermore, depth needs to be added to the existing content so that the website can become more of a regular online destination for married couples rather than a one-time stop.
All in all, however, Nestlé’s Everyday Soul Mates is an interesting and admirable online effort that creates brand relevance as well as user-friendly content. It should be used as a building block toward a greater collaborative implementation of the “Everyday Soul Mates” idea in order for the brand to develop a meaningful relationship with consumers.
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Umair Naeem has an MBA in Marketing from IBA Karachi, and currently works with a leading Multinational FMCG Company in Pakistan. He is also an Editor with CIO Pakistan as well as being a columnist on e-Pakistan for Netxpress Online.
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*Due to the constantly changing environment of websites, some reviews may no longer reflect the current website for this brand.
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Nestles strategy is quite innovative, and in a way very focus, as even though the typical consumer would not worry too much about the milk they add to the Tea, nestle is one of the very few to atleast talk about milk/sweetener made specially for Tea, which in my opinion could be a success story, if penetrated to other milk Tea drinking markets. As such the emotional appeal too would certainly work better in mature milk Tea drinking markets particularly in Asia and Europe where Tea it self is been associated with an emotional appeal than ever before. 
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