Nestlé’s centennial in shortfilm anthology

SOURCE: Philippine Star

Nestlé celebrates 100 years in the Philippines with many exciting offerings. The first is the centennial tv ad Kasambuhay, Habambuhay or Companion in Life, For Life. According to Nestlé chairman and CEO John Miller, “The centennial TV commercial is inspired by love for the family, a cultural trait which unites Filipinos. We are grateful because through the years, Nestlé products have become very much a part of the Filipino families’ way of life, from generation to generation, in various stages of their lives. This is what led us to our centennial theme, Kasambuhay, Habambuhay.”

The centennial tv ad is just one of the many stories of how Nestlé has been a kasambuhay of the Filipino family. Through the years, television has been the medium for such stories, limited to 30, 60 or sometimes 90 seconds. So much stories to be told but so little time? Not at all because part of the celebration is a 100-minute anthology of 10 short, entertaining and creative films directed by a select roster of commercial directors who have helmed Nestlé TV commercials.

The directors pitched stories of various genres for brands Bear Brand Powdered Milk Drink, Nescafé, Milo, Nestea, Mido, Coffee-Mate, Maggi, Bear Brand Sterilized, Nestlé Ice Cream, Koko Krunch, Nestlé Fruit Selection Yogurt and Nestlé Fitnesse. The exercise yielded a spectrum of stories — but there could only be one story per brand. After a difficult process of selection, 10 stories were selected which vary from drama, romantic comedy, musical, fantasy, satire, family comedy, suspense, adventure, mock-umentary and a Shakespearean parody.

“We envisage the films as an opportunity to look to the future and our mission to continue providing Filipinos with tasty and high-quality products that promote nutrition, health and wellness,” Miller said. “Creativity plays a central role in this mission and these excellent films display the very best of Filipino creative talent in the realm of filmmaking.”

Nestlé Philippines Creative Services head Leslie Go-Alcantara added, “We are excited about the films which we are working on with the Publicis team headed by Matec Villanueva and Jayel Ladioray. We hope the films will be a meaningful way to engage consumers, because the centennial celebration is really all about them.”

“Through this film series, we would like to thank and honor the generations of Filipino consumers and families who have put their trust in Nestlé and its brands, and have made them a part of their everyday lives,” Nestlé Communications director Sandra Puno said.

The films will be premiered on June 10 at SM Megamall. June 11 and 12 will be the Free Movie Weekend, so viewers get to watch the movie for free at selected SM cinemas nationwide (Megamall Cinema 3, Southmall Cinema 6, Rosales Cinema 1, Davao Cinema 1 and Cebu Cinema 7). Screening starts at 11 a.m. Five lucky viewers (one per cinema) will get a chance to win P10,000 per area just by voting for their favorite short film or story at the end of the film showing.

100 Years of Nestlé in the Philippines

Kasambuhay, Habambuhay: Scenes from a Good Life
Cover Story by Jesselynn G. de la Cruz
SOURCE: Sunday Inquirer Magazine


MILK memories are among the best flashback moments of life.

And every Filipino childhood has them – tucked away in the heart. Scenes that pop up in the mind and shoot a feel-good rush through the body. A glance or gesture that evokes a familiar thrill or recalls the calm certainty that all is right and well in the world. Snapshots so crisp they shimmer even through the haze of an approaching twilight.

It’s not difficult to get people reminiscing and talking about such moments, Nestlé Philippines, Inc. (NPI) realized, when they sought to find out what generations of Filipinos across a century think and feel about Nestlé and its brands.

The company got on this track about a year ago, when it was looking towards a corporate milestone – a hundred years of continued presence in the country, from when the Nestlé and Anglo Swiss Condensed Milk Company established its first sales office in Calle Renta, Binondo. That should have been reason enough to celebrate. Except that for Nestlé Philippines, corporate longevity alone does not necessarily call for a celebration.

“It was not so much a question of whether we should celebrate, as what we wanted to celebrate,” recalled Sandra C. Puno, Nestlé Director of Communications. “We didn’t want an event that would just be an occasion to trumpet our age and extol our achievements.” If a centennial celebration was to have meaning for the company, she added, it would have to be in the context of the relationship Nestlé has, and that it hopes to continue, with Filipino families who have trusted the Nestlé brand and welcomed its products into their homes for generations.

“We believe our consumers are part of our 100 years and that we’ve somehow connected with their lives, so we went and asked them what they thought of a 100-year milestone,” Puno explained. “And it was so heartwarming because we discovered that people, over a wide range of ages and sectors, had vivid memories of growing up with Nestlé products.”

The memories were actual vignettes of real Filipino family life, at various decades and in different settings. Young boys and girls languidly sipping BEAR BRAND Sterilized Milk back when it was packaged in the unique paper-wrapped tin cans. Siblings waking up to a glass of warm NIDO Instant Full Cream Milk at the breakfast table and downing another one at bedtime. Stirring in MILO for a thick refreshing choco-malt treat and time-out energy boost. Idyllic yet scorching summers made bearable with pitchers of NESTEA enough to go around among friends. Cherished NESCAFÉ moments, through life’s highs and lows, through tumult and tranquility, stimulating each day, each effort and making them all worthwhile. And other scenes around the dinner table or in the kitchen where Nestlé was part of the Filipino family.

It was clear then that the story of 100 years of Nestlé in the Philippines was tightly woven into the fabric of Filipino life. Tracing the history of the company was like peering into the window of a home where generations live and love, keeping alive the very ideals and traditions that Nestlé lives by, and that generations of consumers have continued to rely on.

This led to the crafting of the Nestlé centennial television commercial (TVC) “Kasambuhay, Habambuhay” (Companion in life – for life) as a special tribute to this unique relationship between the company and the Filipino family.

The centennial TVC, with the background song “Pag-ibig” written and composed by APO Hiking Society member Danny Javier, unfolds before the audience in 90 seconds, a 100-year saga of the Filipino family, all the while mirroring scenes from the viewers’ own childhood and adolescence, courtship and marriage, parenthood and grandparenthood. The scenes are endearing because they are familiar to every Filipino family and individual of the past century – as real as the lump in the throat and the tug at the heart that come with each personal flashback moment.

“The centennial TVC is inspired by love for the family, a cultural trait which unites Filipinos. We are grateful because through the years, Nestlé products have become very much a part of the Filipino families’ way of life, from generation to generation, in various stages of their lives,” said Nestlé Chairman and CEO John Miller. “This relationship with the Filipino consumers, anchored on the quality of our brands and the role that these much loved brands have played in helping nurture and nourish Filipino families, is what led us to our centennial theme, Kasambuhay, Habambuhay.”

Nestlé Creative Services Executive Leslie Go-Alcantara said the 90-seconder TVC, which was directed by Stephen Ngo, significantly focuses not solely on the centennial milestone of Nestlé Philippines but on the milestones in the life of a Filipino family, during which the Nestlé brands bear quiet witness.

“The message is that Nestlé has always been there during family milestones, and this presence through 100 years is why we are celebrating, and sharing with them, our own milestone,” Go-Alcantara underscored.

“Good Food, Good Life,” the global slogan of Nestlé, is a commitment honored by Nestlé Philippines and well understood, appreciated and expected by Filipinos – not just the company’s consumers but its employees and workers as well. Conscious of and driven by the mission to nourish and nurture generations of Filipino families, the Company’s 3,200 employees – just as much its Kasambuhay – are committed to produce and market products under Nestlé’s well-known and trusted brands such as, NESCAFÉ, NIDO, MILO, NESTEA, MAGGI, BEAR BRAND, NESTLÉ, and PURINA.

Through the years, as a genuine Kasambuhay in growth, Nestlé has also continually affirmed its confidence in the Philippines through investments and expansion. Fittingly, a fifth Nestlé factory in Tanauan, Batangas is currently under construction in the country during this centennial year and will start operations in 2012. The company’s growing investment in the Philippines also provides business opportunities to over Philippine 3,000 partners and suppliers, most of whom are thriving small and medium enterprises.

Alongside these investments are Nestlés sustained programs for Creating Shared Value in the areas of Nutrition, Health and Wellness (NHW), Rural Development, and Environment that impact positively on people’s quality of life.

Grateful for the memories and scenes of 100 years of a good life in the Philippines, and crossing the threshold into the next century, Nestlé Philippines celebrates this relationship of nurturing and trust with all who have been Kasambuhay, and promises to be around Habambuhay.

“Our mission continues into the future as we look forward to the next 100 years,” Miller said. “That mission centers on our commitment to nurture generations of Filipino families with tasty products that promote nutrition, health and wellness.”

Nestlé Philippines Sales Sets New Guinness World Record

The sales force of Nestlé Philippines, Inc. set a new Guinness World Record by conducting the largest carpentry lesson, and in the process building 100 tables and 200 benches within 100 minutes for the benefit of Gawad Kalinga (GK) families. Guinness World Records Ltd. made it official by sending Nestlé Philippines the new world record certificate.

Composed of approximately 525, the Nestlé sales force was mobilized into teams of four to five, with each tasked to build a table and two benches, breaking the current Guinness World Record of 250 people in the world’s largest carpentry lesson category. The exercise was monitored by independent observers and safety personnel. The 100th table was completed with 18 minutes to spare.

The carpentry lesson and the building of tables and chairs officially kicked off the Company’s celebration of its 100th year in the country and were part of the team building program of the Sales Kick-Off event last January, organized by the Centennial Kick-Off Committee.

The tables and benches were built with their importance to Filipino family life in mind, the dining table being at the heart of the home where family members gather to share meals and exchange stories for the day. During the turnover ceremony of the tables and chairs, Chairman and CEO John Miller said that “We hope that, with this modest effort, we shall be able to help serve some of the needs of the GK families, especially those who are without tables and chairs.”

John, with National Sales Director Paolo Rodriguez, Corporate Affairs Head Edith de Leon, and Corporate Wellness Head Cora Sager, presented the tables and benches to GK founder Tony Meloto. Also handed over were “good wishes” messages to individual recipient families and 600 dinner plates inscribed with the Nestlé nutrition guide for moderation, variety and balance (MoVaBa) to encourage sound dietary habits, as part of the Company’s long-term advocacy of nutrition, health and wellness.

Nestlé Philippines sponsors GK Villages in Baseco in Manila’s Tondo district and Lipa City in Batangas. Its involvement in Gawad Kalinga is part of its efforts to Create Shared Value (CSV) to help improve lives.


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Nominations Open for the Creating Shared Value Prize

To apply or for additional information please visit: www.nestle.com/CSV/CSVPrize

Please contact: CSVPrize@nestle.com for further enquiries.

NANDKISHORE IS NESTLÉ ZONE AOA HEAD

Former Nestlé Philippines Chairman & CEO Nandu Nandkishore, currently Deputy Executive Vice President of Nestlé Nutrition, has been nominated as Executive Vice President in charge of Zone AOA (Asia, Oceania, Africa and Middle East), effective 1 October 2011.

Nandu will replace Mr. Frits van Dijk who will take a well deserved retirement at the end of September 2011 after 41 years of service to Nestlé.

Of Indian nationality, Nandu joined Nestlé in 1989 in India where, over the next seven years, he took on increasing responsibilities, mainly in Marketing. His international career began in 1996 in Indonesia in the Confectionery Business Unit. In 2000, after a short period at the International Headquarters in Vevey, Switzerland, he returned to Nestlé Indonesia where he was promoted to Market Head in March 2003. In April 2005, he became Market Head of Nestlé Philippines. In October 2009, he returned to Vevey to take over the role of Global Business Head Infant Nutrition at Nestlé Nutrition. In September 2010, he was nominated to his current role as Deputy Executive Vice President in charge of Nestlé Nutrition.

Nandu has a solid business experience and has shown truly exceptional leadership skills in diverse circumstances. His excellent work in Nestlé Nutrition and his strong knowledge together with his great experience in Zone AOA, make him well prepared and qualified to take over this important responsibility.


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Nestle Philippines TV Commercial: Nestle 100 Years "Pag-Ibig"

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Nestle Philippines TV Commercial: Nestle Ice Cream Kimy "King"

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