The "Surreal" campaign by Nestlé and Neston, launched in Brazil in 2012, targets the non-alcoholic drinks sector within the broader food and drink industry. Through its film medium, the campaign seeks to reinforce the brands’ positioning as providers of refreshing, enjoyable beverages that elevate everyday moments into something extraordinary. By employing the concept of the "surreal," the campaign implicitly promises an experience that transcends the ordinary, suggesting that these drinks can transform routine consumption into a unique sensory encounter.
From a market strategy perspective, the campaign appears to leverage an emotional and experiential insight: consumers are not just seeking hydration but also moments of delight and surprise in their daily lives. The creative angle taps into the imagination and the unexpected, aiming to differentiate Nestlé and Neston within a competitive category often dominated by functional benefits. Targeting Brazilian consumers, the campaign uses a culturally resonant approach that aligns with local tastes and the emotional connection to food and drink as part of lifestyle enjoyment. Given the relatively modest engagement metrics—over 82,000 views and limited social interaction—it suggests a focused rather than mass-market effort, possibly aimed at brand reinforcement among existing customers rather than broad acquisition. Overall, the campaign’s strategy hinges on elevating the consumption experience, aligning product attributes with aspirational and sensory values to deepen brand relevance in a crowded marketplace.
FORMAT#9 SYMBOLIZE THE BENEFIT — Uses symbols or exaggerated visuals to represent the product’s positive impact.
The campaign title “Surreal,” paired with the “Performance” genre label and the absence of narrative or problem–solution cues, strongly suggests the use of heightened, dream-like imagery or exaggerated scenarios to communicate the drink’s energizing, uplifting, or transformative benefits. With no indication of celebrity, testimonial, direct demonstration, competitive comparison, or explicit storytelling, the campaign’s core creative device is most likely the use of surreal symbols or exaggerated performance to represent the positive impact of Nestlé Neston. This approach aligns with Format #9: Symbolize the Benefit, as the campaign likely visualizes the product’s effects in an imaginative, non-literal way to leave a vivid impression on its audience.
ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats
1. Ambev – Dominates the Brazilian non-alcoholic beverage market with a broad portfolio including soft drinks, juices, and bottled water. Known for strong distribution networks and local flavor variants, Ambev leverages mass-market appeal and regional consumer insights to maintain leadership.
2. Coca-Cola Brasil – Positions itself as a lifestyle and happiness brand, offering iconic global beverages with localized flavors. Coca-Cola excels in extensive marketing, sponsorships, and emotional branding, targeting all age groups with a focus on refreshment and social moments.
3. PepsiCo Brazil – Focuses on youthful, energetic branding with an emphasis on innovation and new flavor introductions. Pepsi leverages global brand strength combined with local tastes in juices and soft drinks to appeal to younger demographics seeking bold, trendy beverage options.
4. Danone Brasil – Differentiates itself with a focus on health-conscious consumers through its range of natural and functional non-alcoholic drinks, including fortified juices and dairy-based beverages. Danone emphasizes nutrition, wellness, and sustainability in its positioning.
5. Amata – A growing local player specializing in natural and organic juices, Amata positions itself on purity and health benefits. The brand appeals to premium consumers prioritizing clean labels, fresh sourcing, and environmental responsibility within the non-alcoholic drinks category.
Q: What is Surreal about?
A: Surreal is a professional film campaign launched in Brazil in 2012 for the Nestlé and Neston brands, created by the agency Publicis. Set within the non-alcoholic drinks sector, the campaign leverages imaginative, dreamlike visuals to reinforce the brands’ positioning as providers of refreshing beverages that can elevate everyday experiences. Delivered in Portuguese, Surreal uses a single media asset to create an emotional connection with consumers, aiming to differentiate Nestlé and Neston in a crowded marketplace through visually striking and culturally resonant storytelling.
Q: What creative device does Surreal use?
A: Surreal employs Format #9: Symbolize the Benefit, as defined by Clapboard’s 12-format classification system. This approach uses symbols or exaggerated visuals to represent the positive impact of the product, rather than relying on direct demonstration or explicit narrative. In Surreal, the creative device centers on heightened, surreal imagery that communicates the energizing and transformative qualities of Nestlé Neston beverages, leaving a vivid, non-literal impression on the audience and reinforcing the sensory appeal of the brands.
Q: What is the campaign proposition for Surreal?
A: The campaign proposition for Surreal is to position Nestlé and Neston as brands that offer more than just hydration, promising consumers moments of delight and surprise that elevate routine beverage consumption into a unique sensory experience. Targeted at Brazilian consumers, the campaign taps into local tastes and the emotional significance of food and drink as part of lifestyle enjoyment. By focusing on aspiration and imagination, Surreal seeks to deepen brand relevance and reinforce the idea that Nestlé and Neston drinks can transform the ordinary into something extraordinary within the non-alcoholic drinks category.
Q: How does Surreal rank in Clapboard's archive?
A: Surreal holds a Clapboard Campaign Score of 63/100. This score reflects the campaign’s creative ambition, execution quality, and cultural relevance as assessed by Clapboard’s global ad archive.
Q: Who are the competitors in Nestlé, Neston's category?
A: In the Brazilian non-alcoholic drinks market, Nestlé and Neston compete with Ambev, which leads the sector through mass-market appeal and regional insights; Coca-Cola Brasil, which positions itself as a lifestyle and happiness brand with strong emotional marketing; PepsiCo Brazil, which targets younger consumers with energetic branding and innovative flavors; Danone Brasil, which appeals to health-conscious consumers with a focus on nutrition and wellness; and Amata, a local player specializing in natural and organic juices for premium, environmentally aware consumers.
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